DULUTH, Ga. (March 24, 2016) — Massey Ferguson®, a global brand of AGCO Corporation (NYSE:AGCO), is pleased to introduce “The Last Tractor You’ll Ever Need” campaign. Launched on March 1, 2016, the program focuses on the rural lifestyle audience and consists primarily of digital media. Advertisements feature tractors in the GC1700, 1700E, 1700 Premium, 2700E, 4600M and 4700 Series which range from 22 to 100 PTO horsepower.

“AGCO recognizes the immense opportunity the Massey Ferguson brand and its long legacy have in the compact and utility market,” says Erin Edstrom, brand marketing manager at AGCO. “Many Massey Ferguson tractors are decades old and are still in operation today, which speaks to the incredible durability of our product.

“Today, with AGCO’s strong support, Massey Ferguson is bringing to market a line-up of tractors designed specifically for this segment,” Edstrom continues. “This customer is often buying one tractor and plans to keep it for a lifetime, so durability and versatility are critical. A land owner or farmer will know they can get the job done, now, and for years to come when they choose a reliable Massey Ferguson tractor. That is why we are confident this campaign will resonate with our core audience.”  

Last Tractor Video

View the 30-second Massey Ferguson commercial, “The Last Tractor You’ll Ever Need”

The campaign content will be delivered primarily through digital channels such as search engine marketing, digital display and social media platforms.  “This integrated digital strategy allows us to be laser-focused on our target audience and provides real-time metrics through to the sale so we can react and optimize efforts rapidly. The campaign performance has been strong the first few weeks, and we are encouraged by the engagement so far,” adds Edstrom. 

Providing strategy, media and creative services to Massey Ferguson are three partner agencies. The market research, creative concept and media strategy came from work led by VITRO, based in San Diego, Ca.  “This was our way of introducing Massey Ferguson to a growing, new audience. They’re not always farmers, they're people who just love the rural lifestyle, so much so that they’re willing to give up a lot of the comforts of the city and take on all the tasks that come with having a few acres of land. So, we wanted to go beyond talking about horsepower and technology, to and connect with them on a more human level,” says KT Thayer, executive creative director at VITRO.  Also assisting with the campaign execution are Crabb Radermacher, based in Atlanta, Ga. and Flint Group, based in Fargo, N.D.

To learn more about these products, visit http://www.masseyferguson.us/sales-and-support/limited-time-offers/explore-compact-utility-tractors.html.

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Lindsey Pettyjohn, AGCO | 770-232-8434 | Lindsey.Pettyjohn@AGCOcorp.com

John Hickman, VITRO | 619-234-0408 | JohnH@vitroagency.com


NEWS: Visit www.AGCOnews.com/na for the latest news and information from AGCO.

©2016 AGCO Corporation. MASSEY FERGUSON® is a worldwide brand of AGCO.


At VITRO, We Steal Share. We impact commerce through well?crafted ideas, and we’ve been doing it for more than 21 years. We change consumer perceptions, and customer behavior. By doing so, we change our clients’ businesses and their place in the market. We believe in courage, because true creativity isn’t afraid to stand up and be counted. And we believe in integrity, because building trust creates high performing teams. And, while it’s possible to fail by yourself, success requires teamwork.

About C+R

Crabb Radermacher (C+R) is a six-year-old, Atlanta-based marketing communications company. We are as comfortable working in B2B as we are in B2C. Many of our clients are Fortune 500 companies, some are not. We treat them all the same. Our principals have both agency and client-side experience, which gives us a unique perspective on, and appreciation for, our clients’ worlds. We are strategically-grounded, creatively-driven and budget-respectful. We believe that the quality of the work is not directly proportional to the size of the budget.

About Flint Group

Flint Group offers strategic, integrated marketing, public relations and communications expertise in both traditional and non-traditional spaces. First established in 1946, the Midwest firm currently employs more than 125 communications professionals across the region and is anchored by locations in Duluth, Minn., and Fargo, N.D. Flint serves a diverse list of businesses, industries, government entities and not-for-profit clients, with specialization in agriculture, manufacturing, health care, insurance and higher education. For more information, visit http://flint-group.com/.

About AGCO

AGCO Corporation (NYSE:AGCO) is a global leader in the design, manufacture and distribution of agricultural solutions and supports more productive farming through its full line of equipment and related services. AGCO products are sold through five core brands, Challenger,® Fendt,® GSI,® Massey Ferguson® and Valtra,® supported by Fuse® precision technologies and farm optimization services, and are distributed globally through a combination of approximately 3,000 independent dealers and distributors in more than 140 countries. Founded in 1990, AGCO is headquartered in Duluth, Georgia, USA. In 2015, AGCO had net sales of $7.5 billion. For more information, visit http://www.AGCOcorp.com. For company news, information and events, please follow us on Twitter: @AGCOCorp. For financial news on Twitter, please follow the hashtag #AGCOIR.


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