The 11th Annual ANA Multicultural Excellence Awards
Todd Wilkinson
Creepy-crawlers and Chanclas
Creative campaign for Ortho brand helps Scotts Miracle-Gro win over Hispanic consumers.
Earlier this year, Jim Hagedorn, CEO of the Scotts Miracle-Gro Co., announced ambitious plans to bolster its brand performance in the Sun Belt. "Due to historic factors, our market shares in the Southeast, Southwest, and Western U.S. are substantially lower than in the Midwest and Northeast," he wrote in the company's annual report. "By closing that gap, as well as accelerating growth of the overall category with an increased focus on marketing and R&D, we believe...