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John Deere Launches Review

  • Ad Age, Wednesday, February 21, 2007 12 PM

John Deere & Co. has bid adieu to Interpublic's DraftFCB and is launching a review of its ad account. FCB, Chicago, has been creative agency for Deere since 2000, while Draft came onboard in 2004. The shop will not participate in the review, which is being handled by consultancy Hasan & Co. in Raleigh, N.C.

Deere is looking for an agency to handle national brand strategy, creative and direct-response advertising for its commercial- and consumer-equipment division. Spending for that unit is about half of the company's total media budget of $40 million. A final decision is expected in early May.

Retail advertising duties, handled by Malone Advertising, are not involved in the review. According to TNS Media Intelligence, Deere spent $29 million in 2005 and $21 million for the first nine months of 2006, not including direct response or retail.



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