LAKE FOREST, IL: CNH Global, a major manufacturer of agricultural and construction equipment, has added new brand responsibilities to PR work done by Malcolm Marketing Communications Group and Morgan %26 Myers.
Malcolm, which has handled PR for CNH's Case brand of construction equipment for 20 years, has now been given the added responsibility of handling PR for its New Holland brand of construction equipment, said Jane Cooper, a group VP at the Racine, WI agency.
PR efforts will include placing stories in construction trade media and working on industry trade shows and other events.
CNH has asked Morgan & Myers to pick up responsibility for New Holland agricultural equipment PR. The agency has been working on Case agricultural equipment since 1997, said Tim Oliver, an agency senior counselor.
The agency will push different key messages for each brand. Case wants to be known as a provider of farming systems while New Holland is being positioned as a company with specific pieces of equipment that solve very specific farming jobs, Oliver said.
CNH is the largest maker of farming tractors in the world and the third-largest maker of construction equipment. It has been working to consolidate operations that support the Case and New Holland brands to cut expenses.
The company recently reported first quarter revenues of $2.39 billion compared to $2.45 billion in the same period last year, attributing the drop to the impact of foreign exchange rates and efforts to cut dealer inventories.