Veritas Enlisted As John Deere’s Healthcare Shop

John Deere Health Care has named Veritas Advertising in St. Louis as its agency of record following a review.
The agency’s task is to translate the equity the Moline, Ill.-based company has built through its well-known farm equipment brand into the Deere healthcare arm, said Joe Mastroianni, president of Veritas.
While Deere’s brand may equate with rugged durability in the field, “It’s also about trust and integrity,” Mastroianni said.
A campaign including TV, print and direct mail is due later this year. John Deere Health Care has 428,000 members in an eight-state region, concentrated in the Midwest and the South.
Also in the review were incumbent Meyocks & Priebe, West Des Moines, Iowa, and several undisclosed shops. –Trevor Jensen