Deere Bolts Riney

CHICAGO – John Deere’s commercial and consumer products division is talking to seven agencies about its $25 million advertising account, company officials said.
Bob Tracinski, a company representative, declined to name the contenders, but said the Raleigh, N.C.-based division of Deere is primarily involved with Midwestern shops. Parent Deere & Co.’s base is Moline, Ill. A decision is expected by fall, he said.
“We want people familiar with our company and its Midwest heritage,” he said. Deere was looking for a “creative” agency with global reach, “especially in Europe,” where it has expanded in recent years.
Incumbent Publicis & Hal Riney in Chicago has not been invited to participate, Tracinski said. “We’re looking at taking some new approaches and strategies. We felt it was time to look at new agencies.”
Riney’s Chicago office last week lost the creative half of the Budget Group’s $40 million account, while its $17 million Serta business is also in review. The upset is attributed to staff changes following the sale of Publicis in ’98.
The winning agency will work primarily with Deere’s lawn and garden group, although it will be expected to handle the company’s vehicle, mowing and consumer products, including its Homelite brand, Tracinski said.
Deere has been running the tagline “Nothing runs like a Deere” since 1972. Tracinski said it was unlikely the company would adopt a new tag.