LOS ANGELES Omnicom Group's GSD&M has won John Deere's $20 million creative and media account following a review, the client has confirmed.
"We're thrilled to be representing a powerful, iconic American brand that is having business success, and yet is still under-leveraged in the marketplace," said J.B. Raftus, svp, business development at GSD&M in Austin, Texas. "It is a great fit for our company and our people. You hang John Deere on the wall here and it just feels right."
The client said GSD&M would take over the account July 2.
Interpublic Group's DraftFCB in Chicago, the seven-year creative incumbent, did not defend. Malone Advertising in Akron, Ohio, handled media duties. Sources attributed the shift to changes in the client's marketing department. Contenders in the review were not disclosed.
"We were highly impressed with their creativity and ideation during the evaluation process," said Bob Hove, svp, customer marketing and sales at the Cary, N.C.-based client. Search consultancy Hasan + Co. led the process.
Deere split its assignments between both Draft and FCB prior to the shops' merger last year.
Deere spent nearly $20 million in measured media in 2006, down nearly 30 percent from the previous year, per Nielsen Monitor-Plus.