FCB Notches a Win and a Save

Keeps Blue Cross, Lands John Deere to Cap Busy Third Quarter
CHICAGO–FCB Worldwide has been awarded John Deere’s $25 million business and retained Blue Cross & Blue Shield’s $15-20 million account, sources said.
The Chicago agency defended its five-year relationship with Blue Cross against several of the city’s top shops. The Chicago-based association initially invited 10 shops to participate in what eventually became a creative shootout, sources said. Opening-round contenders included Leo Burnett, BBDO, J. Walter Thompson and Cramer-Krasselt.
The review came down to the incumbent and Ogilvy & Mather, Chicago. FCB’s creative charge was led by Jonathan Harries, executive vice president and executive creative director.
The resulting campaign is expected to draw on Blue Cross’ heritage in a way that’s relevant to today’s consumers, sources said.
Separately, Deere put its commercial and consumer products division account into review in June following a split with Publicis & Hal Riney, Chicago. Citing difficulties with the client, DDB and Burnett’s Chicago offices both dropped out of the pitch, leaving FCB and Campbell-Ewald Advertising, Warren, Mich.
FCB’s challenge is to expand beyond hard-core Deere loyalists to reach those who appreciate the lawn equipment brand but either consider it too top-of-the-line or don’t know where to find it.
At the start of the review, a Deere representative said the winning agency would work primarily with Deere’s lawn and garden group, but also handle other products, including the Homelite brand of chain saws.
The 17-year-old tag, “Nothing runs like a Deere,” will remain.
FCB president Brian Williams declined comment on the wins pending official releases. However, he did say the shop had a strong third quarter–citing the wins of Applebee’s International ($35 million) in July and Kraft’s Shake ‘N Bake and Minute Rice ($12-14 million) in August as evidence.