ASIA-PACIFIC – BEIJING, CHINA, SEPTEMBER 2011 – Ogilvy Group China has been named Caterpillar China’s agency of record for its corporate brand campaign and marketing activation programs in Global Construction and Infrastructure, the business unit incorporating its portfolio of construction equipment in China.
The corporate brand assignment is being driven by Ogilvy PR/Beijing and involves the development of a brand positioning and messaging platform that defines and differentiates Caterpillar’s key corporate brand assets in China. In addition to this, an integrated communications program will be rolled out covering print and digital advertising and website enhancements, internal communications, public relations and events.
Stephen Turner, Senior Vice-President and National Group Director of Ogilvy PR/China said, “The assignment derives from Caterpillar China’s desire to build awareness and understanding of its extensive China business among government, partner and customer stakeholders and to integrate closer marketing functions between corporate branding and key business units.”
OgilvyAction will lead the integrated communication for the Global Construction and Infrastructure business unit. The assignment will utilize OgilvyAction’s field force marketing expertise and network in China to reach out to Caterpillar’s widely distributed customer group. Work covers market research and assessment, tailored brand positioning and messaging, trade communications infrastructure development, event and field marketing as well as digital promotions and direct marketing collateral development.
Charles Cao, Deputy General Manager, OgilvyAction/Beijing, said, “Caterpillar is a significant addition to our client roster in China. It clearly appreciates Ogilvy’s ability to deliver on integrated communications strategy while having the scale to activate across China in a number of lower tier cities. We’re thrilled to be working on these exciting assignments and look forward to growing the relationship in years to come.”
