Titan Meets Needs of AGCO’s Challenger

ATLANTA After a review that included at least five shops, The Titan Network won the advertising account for the Challenger brand of farm equipment manufactured by AGCO, the agency said.

The Atlanta-based company had assigned advertising projects to several agencies since acquiring the Challenger brand from Caterpillar in 2002. The ad spend will be in the “low seven figures,” sources said. There was no incumbent.

The independent Atlanta shop will create print ads for national trade and farming magazines. The first work is scheduled to launch next month. The agency also will provide public relations and event management for the company. AGCO handles its media buying and placement internally.

Challenger manufactures tractors, combines, mowers and bailing equipment and competes directly with John Deere. AGCO makes and sells about 20 brands of farm equipment worldwide.