Mullen NC announced today that it has been selected as agency of record
for New
Holland, a global brand of agricultural and construction machinery
produced by CNH
Industrial. Mullen’s office in Winston-Salem, North Carolina, will
handle all North American marketing communications for New Holland
Agriculture and New Holland Construction, including strategic planning,
brand creative, media planning and buying, social media and direct
marketing.
The agency selection was made after a competitive review. Terms of the
contract were not disclosed. Creative work is expected to hit the market
in early 2015.
“What impressed us about Mullen and led to our decision to award them
the business was their unique mix of relevant experience, passion for
great creative work and ability to deliver fully integrated solutions,”
said Mark Hooper, Director of Marketing at New Holland. “We see them as
the kind of partner who can help elevate and grow the New Holland brand
at a key time in the development of our business in North America.”
“Partnering with New Holland completely fits with our challenger brand
mentality,” said Taylor Bryant, president of Mullen NC. “New Holland has
a unique position in the market, and our focus will be on strengthening
that position even further. They take a different approach as an
innovator in the category and as a tremendous brand with a rich heritage
of delivering customer-centric products and services. That’s New
Holland. Creating innovative work for an innovative brand with
tremendous growth potential? That’s a great opportunity.”
About Mullen North Carolina
Mullen is a full-service, “hyperbundled” agency with an “unbound”
approach to marketing. It specializes in working with culturally
relevant experiential brands and is recognized as the leading
marketing-to-women consultancy through its Frank
About Women group. Agency clients include Hanesbrands, Pep Boys,
Auntie Anne’s Pretzels, CSX Transportation and Food Lion. Mullen was
recognized as an A-List Agency by Ad Age in 2014. In
addition to North Carolina, the agency operates offices in Los Angeles,
New York, Pittsburgh and San Francisco, with its headquarters in Boston.
Mullen is an independent brand within the Interpublic Group of Companies
(NYSE: IPG). For more on Mullen NC, please visit mullennc.com.
About New Holland
With a history of innovation in agricultural equipment, New Holland has
been serving the needs of farmers and ranchers across North America for
more than 110 years. New Holland manufactures a wide range of equipment,
including a full line of tractors; hay and forage equipment; and
harvesting, crop production, materials-handling equipment and light
construction equipment. New Holland also manufactures a compact tractor
line equipped with the same comfort and easy-to-use features designed
for larger tractors. More than 1,000 New Holland dealers throughout the
United States and Canada provide an extensive network of sales, parts
and service. Worldwide, more than 3,000 New Holland dealers serve
customers in 160 countries. For more information on New Holland, visit www.NewHolland.com.
New Holland is a brand of CNH Industrial N.V. (NYSE: CNHI/MI: CNHI).
More information about CNHI and its products can be found at www.CNHInd.com.
Copyright Business Wire 2014