Targetbase Adds John Deere Direct

BOSTON John Deere has named Targetbase in Dallas to handle direct marketing chores on its worldwide commercial and consumer equipment business, the client said today.

Omnicom Group’s Targetbase will handle CRM, direct mail creative and database analysis for the client. The shop prevailed in a review over undisclosed contenders.

“We are confident that Targetbase and John Deere will form a strong team,” said David Niederkorn, manager of marketing communications at John Deere. “They have all of the competencies that we looked for in a direct marketing agency. However, it’s the way they brought these skills together into a highly collaborative and integrated CRM approach that made Targetbase a good choice for John Deere.”

The client’s iconic tagline is, “Nothing runs like a Deere.”

John Deere awarded its creative and media account to Omnicom’s GSD&M in Austin, Texas, last month. Seven-year incumbent DraftFCB in Chicago was the client’s principal creative partner for both creative and direct, but did not defend either portion. Malone Advertising in Akron, Ohio, handled media.

The client, a leading provider of products and services for lawn care and landscaping, spent close to $20 million last year in domestic measured media, per Nielsen Monitor-Plus.