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NEW YORK John Deere has awarded its national planning and buying business to Mindshare after a review, effectively consolidating its media chores with WPP Group shops.
Mindshare will work with WPP sibling Malone Advertising, Deere’s current agency for local dealer advertising.
The national media incumbent was Omnicom’s GSD&M Idea City, which is also the creative incumbent on the account, although creative duties were not in play.
A Deere representative said the consolidation is expected to drive “greater efficiencies and integration and that both WPP shops will work in conjunction with the company’s current agency of record for creative services, GSD&M Idea City.”
“Mindshare
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