Global media agency Mindshare has been tapped by Deere & Company’s worldwide commercial and consumer equipment division of John Deere
– a producer of construction and farming equipment
– to cover its national media planning and buying.
Mindshare is part of WPP-owned GroupM and will handle the account estimated to have over $25 million in spending. Previously the account was handled by Omnicom’s GSD&M Idea City, which will continue as the division’s creative agency.
Malone Advertising, a subsidiary of JWT, which also is owned by WPP, already covers media for Deere’s local dealer advertising.
Mindshare confirmed the news, referring detailed questions to John Deere. At time of press, John Deere had not responded to inquiries.