Massey Ferguson appoints Captive Minds for global comms brief

Massey Ferguson, the tractor manufacturer, has brought in Captive Minds to handle its global comms for its new project, Antarctica2 Expedition.

Massey Ferguson: the tractor manufacturer has appointed Captive Minds for a new project
Massey Ferguson: the tractor manufacturer has appointed Captive Minds for a new project

The project will see a Massey Ferguson tractor embark on a 5,000 kilometre round trip from the coast of Antarctica to the geographical South Pole and back.

It was a non-competitive pitch as Massey Ferguson approached the agency as specialists in the area. Captive Minds will work on the project until the end of March 2015, with a view to potentially extending the contract.

Emily Conrad-Pickles, communications director at Captive Minds, said: "We expect Antarctica2 to capture the imagination of the world’s media, yielding inspirational stories of ambition, willpower and survival as woman and machine strive to prevail in one of the most inhospitable places on earth."

Richard Markwell, vice president and managing director of Massey Ferguson Europe/Africa/Middle East, said: "Antarctica2 is a bold and exciting mission full of exceptional challenges and we are extremely proud to be part of it. It fully reflects the spirit of our brand and our desire to achieve, no matter how difficult or demanding the path may be."

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