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