MCBD plans 1m JCB ad campaign

JCB, the construction and agricultural equipment manufacturer, has appointed Miles Calcraft Briginshaw Duffy (MCBD) and John Ayling Associates to develop a corporate advertising campaign. The project is worth an estimated £1m.

MCBD won the business following a two-way pitch against St Luke’s but it is not clear which other agencies were involved. JCB worldwide marketing director Chris Wright oversaw the pitch.

The agencies are now developing a campaign that is expected to focus on the company’s global outlook and social responsibility, along with its success as a domestic manufacturer.

MCBD managing director Helen Calcraft says/ “JCB is an iconic brand that deserves greater recognition as a successful British manufacturer.”

JCB is one of the world’s largest manufacturers of heavy equipment, and is thought to be keen to raise its corporate profile. This year it revealed plans to develop a sports sponsorship programme and appointed consultancy Lighthouse Communications to develop opportunities.

The brand has positioned itself as a local partner of the London 2012 Olympics and is thought to be keen to develop similar links in other countries.

The brand has extended into categories such as toys, collectors’ models, branded clothing and DIY tools.

JCB has factories in the UK, the US, Brazil, Germany, India and China and has more than 6,000 employees in 150 countries.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here