Mullen North Carolina Named Agency of Record for New Holland

Mullen NC announced today that it has been selected as agency of record for New Holland, a global brand of agricultural and construction machinery produced by CNH Industrial. Mullen’s office in Winston-Salem, North Carolina, will handle all North American marketing communications for New Holland Agriculture and New Holland Construction, including strategic planning, brand creative, media planning and buying, social media and direct marketing.

The agency selection was made after a competitive review. Terms of the contract were not disclosed. Creative work is expected to hit the market in early 2015.

“What impressed us about Mullen and led to our decision to award them the business was their unique mix of relevant experience, passion for great creative work and ability to deliver fully integrated solutions,” said Mark Hooper, Director of Marketing at New Holland. “We see them as the kind of partner who can help elevate and grow the New Holland brand at a key time in the development of our business in North America.”

“Partnering with New Holland completely fits with our challenger brand mentality,” said Taylor Bryant, president of Mullen NC. “New Holland has a unique position in the market, and our focus will be on strengthening that position even further. They take a different approach as an innovator in the category and as a tremendous brand with a rich heritage of delivering customer-centric products and services. That’s New Holland. Creating innovative work for an innovative brand with tremendous growth potential? That’s a great opportunity.”

About Mullen North Carolina

Mullen is a full-service, “hyperbundled” agency with an “unbound” approach to marketing. It specializes in working with culturally relevant experiential brands and is recognized as the leading marketing-to-women consultancy through its Frank About Women group. Agency clients include Hanesbrands, Pep Boys, Auntie Anne’s Pretzels, CSX Transportation and Food Lion. Mullen was recognized as an A-List Agency by Ad Age in 2014. In addition to North Carolina, the agency operates offices in Los Angeles, New York, Pittsburgh and San Francisco, with its headquarters in Boston. Mullen is an independent brand within the Interpublic Group of Companies (NYSE: IPG). For more on Mullen NC, please visit mullennc.com.

About New Holland

With a history of innovation in agricultural equipment, New Holland has been serving the needs of farmers and ranchers across North America for more than 110 years. New Holland manufactures a wide range of equipment, including a full line of tractors; hay and forage equipment; and harvesting, crop production, materials-handling equipment and light construction equipment. New Holland also manufactures a compact tractor line equipped with the same comfort and easy-to-use features designed for larger tractors. More than 1,000 New Holland dealers throughout the United States and Canada provide an extensive network of sales, parts and service. Worldwide, more than 3,000 New Holland dealers serve customers in 160 countries. For more information on New Holland, visit www.NewHolland.com. New Holland is a brand of CNH Industrial N.V. (NYSE: CNHI/MI: CNHI). More information about CNHI and its products can be found at www.CNHInd.com.