CNH Industrial welcomes Tracta onboard as partner

Napier-based rural agency Tracta has won the New Zealand media account of the world’s second largest farming machinery business, CNH Industrial.

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

“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 and the team,” says Kurt Sandtmann, Tracta’s Managing Director.

Brooke Rae, Tracta Media Directors says the teams media offering has gone from strength to strength over the last 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.”

Now under the ownership of Kurt Sandtmann and former Isobar New Zealand CEO Ian Howard, Tracta has repositioned itself for a more future-focussed agriculture sector, strengthened its creative capability with the appointment of experienced creative director Drew Ayers in a consulting role, upgraded its strategic capability with the addition of Howard to a Strategic Partner role and re-built its digital capability. 

Ross Purdy, Head of Marketing at CNH Industrial says Tracta proved to the company that they had the demonstrated knowledge and experience in the New Zealand agricultural industry and proven delivery of first-class media campaigns.

“We look forward to a strong partnership,” he adds.

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

“It’s been a big few months for us and 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,” Ian Howard says.

“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.”

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