Strategic advertising and branding agency Howard, Merrell & Partners (HM&P) was recently named agency of record for KIOTI Tractor, a division of Daedong-USA, Inc. Under the agreement, HM&P will provide a fully integrated communications campaign, including advertising, interactive, media planning and buying, as well as public relations services throughout North America.
Daedong Industrial Co. is a world leader in the manufacturing of tractors, UTVs and implements for tractors. Its KIOTI division has been supplying tractors in North America since 1985, focusing production on the rapidly growing compact tractor and UTV market.
The compact tractor industry is aggressive, particularly in the United States, with more marketing communications being leveled at consumers than in any other region of the world. Seeking an integrated marketing and communications partner, KIOTI carefully selected HM&P to help increase sales and market share.
“We intend to achieve significant growth in the next two years,” explains Peter Dong Kyun Kim, chief executive officer, Daedong-USA, Inc., KIOTI Tractor Division. “To do that we need an strategic agency partner who is capable of vision, dedicated to excellence, and committed to cost effective options. HM&P is the perfect choice for us.”
As agency of record, HM&P is in the process of designing a new creative look and tone for KIOTI, which will be demonstrated through TV and print advertising in strategic trade publications and broadcast markets. The agency’s robust media plan leverages the budget for maximum efficiency, effectiveness and a surprising amount of value-add. TV commercials began running in early March and print advertisements will start appearing next month. The public relations campaign entails strategic media relations, tradeshow publicity and thought leadership efforts.
Most recently, HM&P worked with KIOTI to develop a new brand platform and designed a multi-lingual corporate website to adapt to every type of web technology – tablets, smartphones, desktops, iPads and more.
“We are excited to form such a strong relationship with KIOTI Tractor and launch a fully integrated communications campaign designed to better position their brand and grow sales,” said Jim Cobb, president and CEO at Howard, Merrell & Partners. “We look forward to a long-lasting partnership – one that breeds smart, engaging creative and messaging to strengthen KIOTI Tractor’s presence in North America and create preference for the brand.”
About Howard, Merrell & Partners
Howard, Merrell & Partners is a fully integrated advertising, public relations and social media marketing agency based in Raleigh, NC. With a rich history and compelling portfolio, we specialize in creating lasting connections between brands and people by tapping into human emotion. To see our award-winning work or get in touch with us, please visit www.merrellgroup.com.