Ogilvy to Provide Critical Branding Assignments for Caterpillar China

BEIJING, 29 August 2011 – Caterpillar China has signed Ogilvy China as its 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.

Stephen Turner, Senior Vice-President and National Group Director of Ogilvy PR China said, “The assignment derives from Caterpillar China’s desire to build awareness and understanding of its extensive 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 to this, 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 the integrated communication for the Global Construction and Infrastructure business unit. The assignment will utilize OgilvyAction’s field force marketing expertise and network in China to reach out to Caterpillar’s widely distributed customer group. Work covers market research and assessment, tailored brand positioning and messaging, trade communications infrastructure development, event and field marketing as well as digital promotions and direct marketing collateral development.

Charles Cao, Deputy General Manager, OgilvyAction Beijing, said, “Caterpillar is a significant addition to our client roster in China. It clearly appreciates Ogilvy’s ability to deliver on integrated communications strategy while having the scale to activate across China in a number of lower tier cities. We’re thrilled to be working on these exciting assignments and look forward to growing the relationship in years to come.”

Ogilvy’s appointment is effective immediately.

For photos or more information, please contact:

Sarah Guldin
Corporate Communications
Ogilvy & Mather Group China
sarah.guldin@ogilvy.com
(86 10) 8520 6552
www.twitter.com/ogilvychina  
Sina weibo: http://t.sina.com.cn/ogilvy

Ogilvy Public Relations Worldwide
Ogilvy Public Relations Worldwide (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 80 markets. Named Large Agency of the Year by The Holmes Report and PRNews, Ogilvy PR blends proven PR methodologies with cutting edge digital innovations to craft strategic programs that give clients winning and measurable results. Celebrating its 30th anniversary in business, Ogilvy PR provides strategic public relations counsel to a variety of clients across its social marketing, public affairs, healthcare, consumer marketing, 360-degree digital influence, corporate, and technology practices. Through its subsidiary, Feinstein Kean Healthcare, the agency also offers additional experience in the cancer field, as well as specialized expertise in molecular medicine, advanced biomedical research, leading life science and healthcare technologies and treatments. Ogilvy PR is a unit of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), one of the world's largest communications services groups. For more information, visit our website at www.ogilvypr.com.

About OgilvyAction
OgilvyAction is the global brand activation network of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), one of the world's largest communications services organizations.  With its 81 offices and 2000 people, OgilvyAction delivers a broad range of services including experiential marketing, shopper marketing, trade marketing and promotional services. Supporting each of these is a capability in field marketing, digital activation, retail design and analytics that builds brands by creating purchase behavior. The agency’s client portfolio features Fortune 500 Blue Chip brands and some of the most innovative local marketers around the world. For more information, visit our website at www.ogilvyaction.com.

Contact: Sarah Guldin
Date: August 29, 2011
Office: Beijing