John Deere appoints, relocates execs in restructuring
Agricultural, industrial and lawn care equipment giant Deere & Company announced the appointment of two key executives that will be relocated to the company’s Cary, N.C.-based offices in its continuing restructuring effort, according to the Triangle Business Journal
Marketing Vice President Tim Merrett has been selected to handle marketing efforts for all combined products in the company’s “Region 4” which includes the United States, Canada, Australia and New Zealand.
Additionally, Dale Brimeyer was tapped as director of global order fulfillment, and will continue to oversee the process for all regions and platforms in the newly formed Worldwide Agriculture and Turf Division.
Merrett and Brimeyer are both John Deere veterans; Merrett having served in various capacities at the Moline, Ill.-based company since 1991, Brimeyer since 1977.
John Deere is a trusted name in agricultural, industrial and lawn care equipment and is currently merging the Agricultural Equipment sector with its Commercial and Consumer Equipment segment to create the Worldwide Agriculture and Turf Division. Additionally, the company offers construction and forestry equipment as well as John Deere Power Systems which manufactures the engine components that power John Deere equipment.
A Deere & Company
representative speaking on background told WinmoEdge that because the company is in the midst of aligning Merrett and Brimeyer’s new roles and responsibilities, she was unable to comment much further beyond the information in the announcement.
She said that the reorganization of the John Deere divisions was unveiled just over a month ago, and the role that Merrett just came from was in the Agriculture Equipment sector in Lenexa, Kan.
Our source added that Merrett is very well diversified and has a lot of background within John Deere and across the company’s business segments. In terms of the organization, this was the first announcement that outlined the new layer of management, but the rest of the managerial shifts “remain to be seen.”
Given the newness of this announcement, our source said that the Cary branch has not had a chance to touch base with Merrett to discuss long-term strategies, but said that building the brand name is, and always has been an important component for Deere, and “you’ll continually see efforts to build that.”
The new Worldwide Agriculture and Turf Division was designed to appeal to a wide variety of consumers, both businesses and individual customers. The spokesperson said that there are several different customer segments that fall under the Ag & Turf umbrella.
She said that this segment now reaches the home-owner market all the way up to the large agriculture producers. While there used to be two separate divisions to interest and attract each entity, now both will have equal representation in the Cary, N.C. office.
The business unit will now represent the entire B-to-B side which includes golf, private landscape contractors and even government and military businesses, while also representing the B-to-C side that includes residential home-owners and the individual consumer.
“The advertising varies from trade publications and trade types of advertising for the more B-to-B side of the business, to traditional consumer reach such as television, print and digital for the consumer side,” she said.
Our source said that on the consumer side, the company’s brand agency is Austin-based GSD&M Idea City, its media buying agency is Chicago-based Mindshare and its public relations firm is Baltimore, Md.-based Imre Communications. Additionally, the Cary unit also works with Raleigh, N.C.-based Catevo which manages more of its B-to-B relationships with the golf, private landscape contractors and governmental groups.
She said she was unfamiliar with the Agriculture Equipment sector’s agency relationships because that division is still based in Lenexa, but she added that that division has a whole slew of separate agencies that it works with as well.
“Right now we’ve got a solid base of agencies and partners we work with,” she said. “People call us on a daily basis and we always look at different opportunities, but right now we’re in a good place with our partners. And in terms of contacts and stuff, they (DV readers) wouldn’t need to contact Tim, would have to go through the appropriate channels.”
According to The List database, Chicago-based Draftfcb has served as Deere & Company’s agency of record since 1999.
Deere & Company spent about $23.3 million on measured media in 2008, according to The Nielsen Company. About $6.3 million was spent on network television ads, $4.4 million was spent on cable television ads and about $3.2 million was spent on spot television ads.
Interested agencies may want to put Deere & Company on more of a long-term prospect list, considering the reorganization is still very new and the merged division has not yet addressed future strategy initiatives. In the meantime, come up with an effective approach that will get you in the door so your proposal may be heard and absorbed. Our source said that the company “always looks” at opportunities, but if your firm’s idea is off the charts, there’s a good chance you’ll be heard.
John Deere Worldwide Agriculture & Turf Division
2000 John Deere Run
Cary, N.C. 27513
Vice President, Marketing
(Leaves Lenexa in two weeks)
Director, Global Order Fulfillment
Deere & Company
One John Deere Place
Moline, IL 61265
Chief Executive Officer & Chairman