New campaign: JCB unearths British roots

JCB, the construction equipment manufacturer, is laun-ching a global advertising campaign to boost its profile, focusing on its British roots and global success.

The two press ads, which have been created by Miles Calcraft Briginshaw Duffy, show a flash of yellow JCB machinery and highlight the company’s importance to British manufacturing but also that it has seven overseas factories. The ads will appear in business and current affairs magazines such as The Economist and The Week from later this month.

Chris Wright, JCB worldwide marketing and brand director, says: “The campaign is an important way of reaching both potential customers and also other audiences. One of the main aims is to raise awareness of JCB in the boadrooms of potential customers. JCB also needs to continue attracting the best new talent to the company.”

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