Creating and launching a new global brand
In early 2004, Cargill Incorporated, a $63 billion international agri-food business, decided to spin-off its Crop Nutrition business and combine it with IMC Global, a publicly traded competitor. The combined $4.7 billion, NYSE-traded company needed to develop and operationalize a new corporate brand that combined the strengths and heritage of the two industry leaders and communicated the potential of the new organization.
Prophet developed a marketing strategy and execution plan for the launch of the new company, Mosaic, with a focus on high-impact activities. This work included coordinating employee-focused efforts (brand usage guidelines, internal communications, employee launch celebrations, etc.) as well as externally-focused efforts (visual design, public relations, website, marketing materials, etc.). Prophet ensured success by aligning the brand strategy with the company’s business strategy, vision, and values.
The Mosaic Company successfully launched on October 25, 2004, with events including approximately 8,000 employees across 40 locations; personal outreach to customers in 13 countries; and ringing the closing bell at the NYSE.
Mosaic joined the ranks of the Fortune 500 in 2005, having become one of the world’s largest producers and marketers of concentrated phosphate and potash crop nutrients. Mosaic’s revenue has risen from $4.4 billion in 2005 to $10.3 billion in 2010, making it one of the leading agricultural companies in America. Employee engagement has also continued to improve, with turnover rates decreasing significantly over time.