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|John J.||Co-Chief Executive Officer||MO|
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|Jim V.||Chief Operating Officer||MO|
|Tony R.||Chief Financial Officer||MO|
|Ali M.||Co-Chief Executive Officer||MO|
|Scott F.||Managing Director & Executive Director, Creative||MO|
Male Boomer, Gen-X Opps: John Deere taps creative AOR (Score 14)
Tractor and agricultural supplies producer John Deere Financial. This replaces incumbent EP+Co.
In other news, John May was promoted to CEO in November 2019, after Sam Allen announced his retirement, effective May 2020. JD promoted Chris Batdorf (February 2020) from customer acquisition marketing manager to digital product manager. Digital display spend has already increased following this promotion. It also promoted Devan Loew (August 2019) to product marketing manager from production supervisor.
Per JD's 2020 Q1 earnings call, the business increased net income nearly 4%, from $498 million in 2019 to $517 million, in 2020. Although it had a successful 2019, JD's sales may suffer in 2020 due to the coronavirus. According to the American Farm Bureau Federation, over 50% of US farmers plan on buying less equipment this year. This setback should only be temporary as the demand for agricultural products rises to meet the needs of a growing world population.
According to iSpot's estimations, JD spent around $1.8m on national TV ads YTD. It spent $33.8m in 2019, a 20% decrease from $42.5m in 2018. It aired ads during male oriented programming (see targeting right), primarily during Q2 and Q3.
Adbeat reports the brand spent around $2.3m on digital display ads in the last 365 days, about double the $1.2m spent in the 365 days prior. It placed 88% of these ads site direct onto sites such as dailysnark.com, liveleak.com, minecraftskins.com, coolrom.com.au and yourdictionary.com. It placed 11% programmatically through Google, TribalFusion and Amazon Advertising onto sites such as merriam-webster.com, hobbyfarms.com, accuweather.com, espn.com and littlethings.com.
Sellers-- JD mainly targets male boomer and Gen-X farmers, as well as businesses. It doubled digital display spend in 2019, but it decreased national TV spend; it may receive a better ROI through digital advertising. The company also uses print, radio and OOH advertising, per Kantar. JD sponsors a PGA tournament every year called the John Deere Classic. The 2020 edition will be held July 6-12, so reach out for possible ad dollars and/or sponsorship opportunities.
Agency readers-- Agency hires commonly follow one another, so reach out now to secure top priority. Competition will come from Komatsu will have the most success.