Ogilvy wins Caterpillar China’s retainer branding business

Caterpillar was formed in 1925 and is the world's leading manufacturer of construction and mining equipment, and its best known for its crawler machines. Its key competitors in China include Chinese company Sany, and Komatsu of Japan.

The Ogilvy appointment came through referral and without a pitch. Stephen Turner, senior vice-president and national group director of Ogilvy PR in China said, “The assignment derives from Caterpillar China’s desire to build awareness and understanding of its extensive China business among governments, partners and customer stakeholders, and to integrate closer marketing functions between corporate branding and key business units.”

The corporate brand assignment is being driven by Ogilvy PR Beijing. It involves the development of a brand positioning and messaging platform that will help to defines and differentiate 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.

Meanwhile, OgilvyAction will reach out to Caterpillar’s widely distributed customer groups. Its work  will cover 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.”