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Connect wins Caterpillar Europe account

Technology centric marketing agency, Connect, has been appointed an approved European Marketing Partner for Caterpillar.

The global construction giant engaged with Midlands-based Connect, having been impressed by the significant impact the collaboration has had on its UK & Ireland dealership, Finning Cat.

Finning are one of Connect’s most successful and long-standing clients. During the 10-year partnership, Connect’s adaptive approach has delivered many award-winning campaigns, the most successful resulting in £5.7 million new orders in just six months and Finning winning the Dealer of the Year at the EAME Cat Marketing Awards.

Robyn Hatch, Global Marketing Consultant at Caterpillar, commented:

“The way marketing is transforming is no different in our industry. We needed a new breed of agency that would keep us ahead of the curve, whilst aligning to our customer-centric growth strategy. One that could broaden our digital capabilities and enable us to connect with our audience in a completely different way that has real stand out in our industry.”

Connect were initially asked to deliver a 360-degree trans-media campaign for the European launch of its new compact radius excavator range, a campaign delivered across 37 different countries.

The customer-centric approach led to creative the industry had never seen before. It was an instant success and struck a chord with both dealerships and customers alike, and led to Connect being awarded official supplier status in June 2017.

Patrick Maloney, Account Director at Connect, said:

“We are delighted to make our Caterpillar collaboration official. The Cat brand was very familiar to us having worked with Finning and Cat Financial for many years and we relish the opportunity to bring our methodology of making immersive connections to an industry often adopting a more traditional marketing approach. That said, we are seeing a dynamic shift immerging within this industry with greater focus being placed on the way digital technology is having an increasingly important role to play. As a technology centric marketing agency, we look forward to helping the brand maximise this opportunity in the coming months.  Yes, this win is great news for Connect, but it’s also great news for regional agencies as a whole and demonstrates the recognised talent within the region.”