Plow The Fields And Scatter

John Deere, maker of the plow that tamed the Great Plains, let it be known that it wanted an ad agency that shared its Midwestern heritage–salt of the earth and all that–following the company’s split with Publicis & Hal Riney.
Executives at the competing agencies spared little in their efforts to show visiting Deere officials that they indeed are men and women of the soil, even if their chief association with the land may be making sure the gardener gets paid.
Foote, Cone & Belding, Chicago, parked a gleaming green John Deere tractor in its lobby.
Leo Burnett, also in Chicago, lined its elevators with sod. Campbell Ewald Advertising in Warren, Mich., converted its lobby into what one source termed a “gentleman’s farm,” with turf covering the floor and a farming implements scattered about. Only the offices of the fourth finalist, DDB in Chicago, were reportedly free of grass and implements when Deere executives showed up.
Deere plans to make a decision on its $25 million account around harvest time (September).
–Trevor Jensen