Farm-machinery giant appoints Tracta to launch into the NZ agriculture market

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NAPIER, Today: Just months after announcing a change of ownership, Hawkes Bay rural agency Tracta has won the New Zealand media account of the world’s second-largest farming machinery business, CNH Industrial, following a competitive procurement process.

There was no NZ incumbent – CNH has previously managed NZ out of Australia, so Tracta is their launch media partner in this market.

Tracta will become the lead agency across media strategy, planning and buying for both of CNH Industrial’s farming equipment brands Case IH and New Holland. 

Tracta managing director Kurt Sandtmann said: “We’re absolutely thrilled to have the opportunity to partner with such a high-profile global business.

“Many of us grew up with CNH Industrial’s machines on our farms, so they’re brands that are close to our heart. More importantly, we feel that their team’s ambition and values are a perfect match for us. We’re excited to get cracking with Ross Purdy and the team.”

Tracta media director Brooke Rae ssaid: “Our media offering has gone from strength to strength over the past few years.

“We were up against some very serious competition during the CNH Industrial pitch process and the fact that we came out on top is great validation that we’re on the right track.”


“We were up against some very serious competition during the pitch process and the fact that we came out on top is great validation that we’re on the right track.”

CNH Industrial marketing head Ross Purdy said: “Tracta proved to us their demonstrated knowledge and experience within the New Zealand agricultural industry and proven delivery of first-class media campaigns. We look forward to a strong partnership”

The rebuild
It’s more good news in what’s been a big year for Tracta. Now under the ownership of Kurt Sandtmann and former Isobar NZ ceo Ian Howard, they have repositioned themselves for a more future-focussed agriculture sector, strengthened their creative capability with the appointment of experienced creative director Drew Ayers in a consulting role, upgraded their strategic capability with the addition of Howard to a strategic partner role and rebuilt their digital capability.

The CNHI win follows new business wins at Tracta with Suzuki Motorcycles, Silver Fern Farms and Ofi (Olam) all appointing the agency over the past few months.

Ian Howard said: “We’re over the moon that such ambitious brands have put their trust in us to help them navigate through this slightly uncertain period for the primary sector.

“Kurt and I couldn’t be happier with the way our team has responded to the challenge we’ve set.

“We’re fortunate to have a brilliantly talented and enormously passionate bunch of people here at Tracta and together we’re determined to ensure that Tracta continues to offer the primary sector a fit-for-purpose specialist agency.”

About Tracta
Tracta is a 21 strong specialist rural agency that brings customer insight, strategy and creativity together to help agribusiness brands grow.


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