Targetbase Wins John Deere Direct-Marketing Biz

Holds Off Rapp Collins, Javelin and Mullen

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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.
The account shift covers the marketer's commercial and consumer equipment division.
The account shift covers the marketer's commercial and consumer equipment division.

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.
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