Trone Makes the Cut With Jacobson

ATLANTA Trone has won the Jacobson Lawn Mower advertising account following a review, the client confirmed.

The High Point, N.C., agency bested two Wisconsin shops: Charleston|Orwig in Hartland and Bader Rutter in Brookfield.

Geography played a part in the selection, but it was not the deciding factor, said Joe Zvanut, advertising and promotion specialist at the Charlotte, N.C.-based client. “Trone was the best fit for where we’re going,” he said.

The lawn care equipment manufacturer traditionally sells its products to golf courses. The mowers are used to maintain courses that account for 60 percent of the PGA Tour stops, said Mike Fox, executive vice president and director of client services at Trone.

Fox pegged the win to his agency’s category experience. Trone handles business-to-business advertising for Syngenta Professional Products, which manufactures herbicides and fungicides for the gardening and lawn care sectors.

Jacobson also markets a variety of brands such as Bob-Cat, Brouwer, Bunton, Cushman and Ryan through dealerships and distributors. Zvanut said he wants to establish the brand in new markets.

Trone will begin work with advertising projects directed at the commercial lawn care industry. Billings are undisclosed.