John Deere named South Carolina agency EP+Co (formerly Erwin Penland) as advertising agency of record for its consumer equipment business, following a review led by Hasan & Co.
Incumbent GSD&M won creative and media agency of record duties for John Deere back in 2007. The brand moved media buying and planning responsibilities to WPP’s Mindshare the following year. A GSD&M spokesperson confirmed that the Omnicom agency did not defend its account in the review.
The assignment will encompass brand strategy, creative, content and social media responsibilities, and EP+Co will be tasked with collaborating with the brand on a long-term marketing strategy. EP+Co will help the agency adapt current work for the remainder of 2018, with its first integrated campaign expected to launch in early 2019.
John Deere spent a little under $43 million on measured media in the U.S. last year, down from over $49 million in 2016, according to Kantar Media.
“We’re excited to start this next generation of consumer brand work with EP and Company,” John Deere manager of marketing communication David Niederkorn said in a statement. “We reviewed and met with a number of strong agencies throughout our search process and EP and Company emerged as our top choice.”
“When John Deere called, we were obviously very excited for the potential opportunity to work together. … And as we dug in throughout the process, we learned so much more, every day, about this iconic company that we all thought we knew, about their amazing story, but even more about their innovative approach to keeping the world green,” EP+Co president and chief creative officer Con Williamson added.
The appointment follows Lowe’s selecting EP+Co as one of its three agency partners in March, following a review that saw Lowe’s end a 12-year relationship with BBDO. Last month, the agency launched a Solo: A Star Wars Story tie-in spot for Denny’s.
Patrick Coffee contributed reporting to this story.