Caterpillar calls pitch for first global agency

Caterpillar has kicked off the search for a global advertising agency for its CAT fashion brand following the resignation of its creative director, Shubhanker Ray.

Caterpillar has kicked off the search for a global advertising

agency for its CAT fashion brand following the resignation of its

creative director, Shubhanker Ray.



This will be the first time that Caterpillar has used an agency to

create global advertising for the brand - all previous advertising has

been created in-house under Ray.



Don Henshall, the UK marketing director, saw presentations from five UK

agencies last week and has shortlisted two. They will now compete

against two unnamed US agencies in a winner-takes-all contest.



David Allen, the UK-based global brand manager for Caterpillar,

confirmed the review and said that the budget would exceed pounds 10

million.



A decision is expected by the end of May and a campaign will then be

launched in time for the spring/summer 2001 collection.



The campaign will cover the brand’s footwear, apparel and accessories

divisions.



Ray is leaving at the end of the month to become the creative director

at Camper footwear. His last campaign will run in August. Caterpillar

will not hire a replacement.



’Caterpillar wants to revitalise the brand and achieve more standout in

the youth market,’ a source at one of the competing agencies said.



’They are looking for an agency with global network capabilities and

they have approached agencies they admire for their creative work.’



Ray, who joined Caterpillar six years ago from Levi’s, masterminded

CAT’s last pounds 10 million global branding campaign which broke in

September 1999.



A TV campaign ran in the UK, mainland Europe, Japan, Australia and

across the US and saw the company use cinema advertising for the first

time.



It was also backed by a press and outdoor campaign.



Ray also handled the pounds 7.5 million pan-European brand push of the

same year, which was timed to coincide with the launch of CAT’s first

womenswear collection.



The 30-country campaign aimed to create a dialogue with younger,

fashion-oriented consumers.



Last month Overland, the fashion company that holds the global licence

for the Caterpillar fashion range, appointed Red Media to handle its

media planning and buying account across Europe.



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