New Holland Agriculture has appointed strategic communications agency Ware Anthony Rust (WAR) to provide PR support across the product range. The appointment follows a competitive pitch, with WAR being selected for its exceptional creative strategy, teamed with an unrivalled depth of expertise in the agri-business sector.
Cambridge-based Ware Anthony Rust has a strong specialism in agribusiness, working with key players such as Agrii, Dow AgroSciences, Merial Animal Health and Volac. The agency also represents key trade and not for profit organisations including the Agricultural Industries Confederation, BASIS, the Animal Health Distributors Association and the Woodland Trust.
WAR’s agribusiness team is led by Senior Consultant Geoff Dodgson, who is involved with several influential bodies. He chairs the FACTS Committee (the standards body for plant nutrition advisers), and is a trustee of BASIS (which sets the standard for pesticides) and of the East of England Agricultural Society. He is an independent member of the Communications Group for the Campaign for the Farmed Environment, and is a visiting lecturer at the Royal Agricultural University, Cirencester.
Other key members of the WAR team include Rebecca Dawson, ex Marketing Manager of the Cereals event, and Peter Crowe, whose extensive agency experience is complemented by several years spent with the National Dairy Council.
WAR’s campaign for New Holland will communicate the strength of its agricultural machinery and groundcare ranges, with a focus on energy efficiency. The PR programme covers the UK and Ireland, and will see WAR working closely with New Holland’s dealer network.
Speaking about the appointment, Sara Sebastianelli, Brand Communications for New Holland Agriculture UK and ROI says: “We are delighted to have Ware Anthony Rust on board. We were impressed by their depth of expertise in the agricultural sector, their ability to deliver new insight into the market, together with their powerful creative approach.”
Shelby Haslam, Head of PR and Planning at WAR comments: “The WAR team is extremely excited to have been selected to work with New Holland. As an innovative challenger in highly competitive market, New Holland deserves to have a big share of voice and a strong presence, and this is something that we will deliver for them. It is a dream come true for the team to work with an agricultural machinery manufacturer and we are delighted to put our enthusiasm for the sector to work.”