ST. LOUIS -- July 23, 2009 -- AGCO Corporation has named Osborn & Barr Communications (O&B) agency of record for the company’s Application Equipment division. O&B was selected from among six firms vying for the business.

“We conducted a very thorough review process, in which some of the top marketing communications agencies in the ag and rural marketplace showcased their best strategic thinking and creative executions,” says Mark Sharitz, director of marketing for AGCO Application Equipment. “In this competitive arena, Osborn & Barr really stood out.

“It was critical for us to find a partner who had a complete and thorough understanding of agriculture, but also of agricultural equipment in general and the application equipment marketplace in particular,” Sharitz continues. “The market insight, the strategic ideas and the creative solutions O&B shared reinforced that they understand both our business and our challenges in the marketplace.”

Michael Turley, Osborn & Barr CEO, says “We couldn’t be more excited about this opportunity, and AGCO’s corporate mission says why: Your Agriculture Company resonates with our firm. AGCO has boldly put a stake in the ground and stated that agriculture defines who they are in the market. Similarly, we have no desire to be generalists. Who we are, and what we are is reinforced in our company’s mission:
To be Agriculture and Rural America’s Greatest Advocate.”

To help enact this mission O&B has adopted a new practice group-based business model that focuses on key areas of specialization within the ag and rural marketplace. Dan Kirkpatrick is director of the O&B equipment practice group.

“From our creative team to account service to public relations, O&B has a tremendous depth of experience and expertise in the equipment arena,” Kirkpatrick says. “O&B Equipment is dedicated to channeling our collective knowledge and talent in developing tailored solutions to the specific marketing challenges each of our clients face.”

Osborn & Barr will initially provide brand advertising and market segmentation strategy for AGCO’s RoGator®, TerraGator®, SpraCoupe® and Willmar® brands.

AGCO, Your Agriculture Company, (NYSE: AGCO) was founded in 1990 and offers a full product line of tractors, combines, hay tools, sprayers, forage, tillage equipment, implements, and related replacement parts. AGCO agricultural products are sold under the core brands of Challenger, Fendt, Massey Ferguson and Valtra, and are distributed globally through more than 2,800 independent dealers and distributors, in more than 140 countries worldwide. AGCO provides retail financing through AGCO Finance. AGCO is headquartered in Duluth, Georgia, USA. In 2008, AGCO had net sales of $8.4 billion. Please visit our website at www.AGCOcorp.com.

Osborn & Barr concentrates on relationship-driven branding communications for the agriculture, rural- lifestyle and outdoors markets to maximize the image and profitability of its clients. Its staff of more than 120 professionals provides brand management, strategic planning, event planning and marketing, creative services, public relations, media services, social marketing, digital marketing and channel marketing. The 20-year-old agency has $125 million in capitalized annual billings. The agency’s headquarters office is located in St. Louis, and it has additional U.S. offices in Kansas City and Des Moines. Osborn & Barr can be contacted via phone at 1-888-235-4332 or 314-726-5511, or at www.osborn-barr.com.

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