Caterpillar awards Starcom 7m brief

Caterpillar, the global construction company, has appointed Starcom to handle its £7m UK media planning and buying account.

Starcom won the business after a competitive pitch against a number of undisclosed agencies. It is the first time the company has appointed a UK media agency. The review does not affect its relationship with its creative agency, BSA Partners.

The agency has been briefed to develop work to highlight the dedication Caterpillar believes it shows to environmental and corporate sustainability and community enhancement.

The work may focus on the Caterpillar Foundation, which has a primary role in its philanthropic activities. The foundation funds initiatives on education, the environment, health and human services, civic and community activities, culture and art, trade and policy organisation.

Caterpillar, which has 70,000 employees in 20 countries, also licenses its name to a range of clothing and footwear that promotes the brand’s values of ruggedness, durability and reliability. The clothing range is not thought to be included in the brief.

Caterpillar’s main rival, JCB, is conducting a creative review. It has shortlisted Miles Calcraft Briginshaw Duffy and St Luke’s and a decision is due to shortly.

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