NEW YORK (AdAge.com) -- John Deere today said it has named Targetbase as its direct-marketing agency of record. The Omnicom Group agency beat out siblings Rapp Collins Worldwide and Javelin, as well as Interpublic Group of Cos.' Mullen, in a review, according to those familiar with the account.
Targetbase will lead customer-relationship marketing, direct-mail creative and database analysis for the marketer's commercial and consumer equipment division.
"We are confident that Targetbase and John Deere will form a strong team," David Niederkorn, manager-marketing communications for the commercial and consumer equipment division, said in a statement.
The marketer awarded creative duties for the account, valued at $20 million in annual media spending, to Omnicom's GSD&M last month. Both creative and direct marketing had been handled by Interpublic's DraftFCB, which did not defend in either pitch.