BBDS Communications leveraged a 20-year relationship and the success of a fall campaign that targets institutional investors to best two other bidders for Ingersoll-Rand’s marketing division.
The deal, terms of which were not disclosed, was finalized last week. BBDS outbid two Midwest agencies for the tool and heavy equipment manufacturer’s Washington, N.J.-based marketing division, which generates more than $5 million in revenue, said Paul Dickard, Ingersoll-Rand’s director of public relations and advertising. He declined to name the other contenders.
“They’ve been our corporate agency of record for nearly 15 years, and we wanted to maintain continuity in our message to our customers,” Dickard said of the decision to sell to BBDS.
The Chicago shop has had a relationship with the company for more than 20 years and is currently the only outside agency I-R employs.
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