Caterpillar, the world’s largest manufacturer of earth-moving
equipment, has awarded Wunderman Cato Johnson (WCJ) a pan-European
direct-marketing account believed to be worth pounds 2m.
The US giant will be targeting existing dealers’ customers in its six
European territories and in South Africa. Before now, Caterpillar mainly
left the marketing of its products in the hands of its dealers.
Database-driven marketing programmes will be tailored to suit the needs
of dealers according to which country they are based in, but will be
overseen by WCJ’s London office. The campaign is expected to run over
two years and will include the setting up of databases.
The information will enable dealers to target customers with mailshots
and offers at an appropriate time, such as when a piece of machinery is
nearing the end of its life.
The company, which is best-known to UK consumers for its trendy
footwear, reported a turnover of pounds 11.5bn last year.
In July this year, it moved into the financial services industry.