Holmes Report 30 Aug 2011 // 11:00PM GMT
BEIJING—Caterpillar China has selected Ogilvy Group China as agency of record for its corporate brand campaign and marketing activation programs for global construction and infrastructure, the business unit incorporating its portfolio of construction equipment in China.
Caterpillar China is looking to build awareness and understanding of its China business among government, partner 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 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, an integrated communications program will be rolled out covering print and digital advertising and website enhancements, internal communications, public relations and events.
OgilvyAction will lead integrated communication for the global construction and infrastructure business unit.