Caterpillar Names AKQA as Its Newest Agency Collaborator

By Erik Oster 

Peoria, Illionois-based construction and mining equipment manufacturer Caterpillar has named AKQA as its newest agency collaborator after reaching out to several agencies to fill the role. The assignment is unique in that AKQA, which will lead the work out of its San Francisco office, will be tasked with not just creative, but also product/experience design and the development of a “connected ecosystem” driven by consumer data.

“The scope of the work is still being defined,” AKQA San Francisco managing director Simon Jefferson told Adweek. “Caterpillar has always been renowned for innovation, and this is the next chapter in their history. The next big thing is now upon us.”

In recent years, Caterpillar has worked with agencies including Ogilvy & Mather New York, who worked on the recent “#BuiltForIt” campaign. Going forward, AKQA will collaborate with other agencies in Caterpillar’s roster, as this is not an agency of record appointment.


At least initially, AKQA will handle the account out of its San Francisco office, which employs some 35 data scientists. When Adweek asked if the account could expand to the agency’s other offices, Jefferson responded, “Who knows over time? It’s something of a consultative role, which is why it’s so exciting. It’s not your typical relationship.”