MCBD wins two-way pitch for JCB brief

Miles Calcraft Briginshaw Duffy has won the creative account for JCB, the heavy equipment maker, after a two-way pitch against St Luke's.

The agency will create a corporate branding campaign which is likely to focus on JCB's global outlook and social responsibility. Spend on the account is thought to be around £2 million, with media handled by John Ayling & Associates, which pitched for the account alongside MCBD.

Helen Calcraft, the managing director of MCBD, said: "JCB is an iconic brand, and it deserves greater recognition as a successful British manufacturer. We are delighted to be working with a company that is always looking to push the boundaries."

In August, a car built by JCB broke the diesel engine land speed record, reaching a speed of more than 328mph. The feat was repeated a day later with a speed of more than 350mph.

A privately owned company, JCB has factories in a number of countries, including the UK, China, Brazil and India.

JCB will continue to handle its business-to-business advertising in-house.