Deere Dealers Assign Media to Malone

CHICAGO Malone Advertising has been awarded media planning and buying for John Deere’s national dealer network, the agency said.

Interpublic Group’s Foote Cone & Belding and Initiative Media in Chicago had primarily handled the assignment. Malone, an Akron, Ohio-based independent, handled some Midwest markets. The shop won the account after a review, according to Malone.

National and dealer creative duties for the Deere commercial and consumer equipment division’s $50 million account remain at FCB Chicago. The division is based in Cary, N.C.

Spending for Malone’s dealer media work was not disclosed, but the agency said Deere will be its largest client.

Malone will work with individual Deere dealers to develop advertising plans for each market. The agency plans to hire 25 employees to round out a staff of 50 on the account, said president Fred Bidwell.

Separately, Deere is in the early stages of an evaluation of its national media account, which is also with Initiative [Adweek Online, May 21]. That is expected to lead to a review later this year, sources said.