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.

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