John Deere is appointing EP+Co as AOR for the company's consumer equipment business following a competitive review. The incumbent agency was GSD&M.
Now, the South Carolina-based agency will be responsible for brand, strategy, creative, content and social media duties across tractors, mowers, and the ATV-like gators. Billings were not disclosed.
The agency declined to discuss potential brand strategy. It is likely the iconic brand positioning Nothing Runs Like a Deere will continue to be used in messaging. That said, the brand has shifted its tone over the past several years. After primarily relying on its heritage and history, last spring, the brand went in a more amusing direction by featuring actor Dolph Lundgren as he encouraged people to mow their lawns faster.
The first integrated brand campaign under this new partnership is expected to launch in 2019, with EP+Co helping to adapt current work for the remainder of 2018.
John Deere spent $42.77 million on advertising in 2017, down from $49.42 million in 2016, according to Kantar Media. The portion earmarked for the company's consumer equipment business was not immediately available.
The pitch was consultant-led by Hasan & Co.