JCB has appointed Miles Calcraft Briginshaw Duffy to handle its £1m advertising account following a pitch against St Luke’s.
The agency was appointed after a review overseen by JCB’s worldwide marketing director Chris Wright, who is a former St Luke’s creative director. The company previously handled its advertising in-house.
MCBD will create a campaign for the UK-based agricultural and construction equipment manufacturer based around its global outlook and social responsibility.
MCBD managing director Helen Calcraft says: “JCB is an iconic brand that deserves greater recognition as a successful British manufacturer.”
In February, JCB announced its first major sports sponsorship deal, positioning itself as a local partner of the 2012 London Olympic Games.
JCB, which launched in 1945 in the garage of its founder John Cyril Bamford, now has factories in the UK, US, Brazil, Germany, India and China and employs more than 6,000 people in 150 countries.