Slack Barshinger, a leading business-to-business marketing agency, today announced it has been chosen as agency of record by New Holland Construction and Kobelco Construction Machinery America, two brands under the umbrella of CNH, a world leader in the agricultural and construction equipment businesses.

Slack Barshinger will work as agency of record and will develop fully integrated marketing communications campaigns for both brands, including print and online advertising, PR, direct marketing and word-of-mouth marketing.

"New Holland Construction and Kobelco Construction Machinery America are in a unique position to serve the construction industry with two brands offering distinct attributes, positioning and products," said Ted Swartz, partner and client team leader at Slack Barshinger. "The potential to grow and build these two brands, both still relatively young in the North American market, is enormous."
New Holland Construction designs and manufactures a wide range of construction equipment. Kobelco Construction Machinery America focuses exclusively on hydraulic excavators. Both brands market their equipment through independent dealerships.

"We were highly impressed by the profile Slack Barshinger developed of the typical Kobelco user--proof of their commitment to building a marketing foundation specifically catered to our needs," said Tom Green, director of North American marketing at New Holland Construction and Kobelco Construction Machinery America. "The emotion that was infused into the creative they presented was another highlight. Yellow-iron advertising is often so flat and undifferentiated, but their concepts were a breath of fresh air."

New Holland Construction manufactures and markets a full line of skid steer loaders, compact track loaders, loader backhoes, tractor loaders, excavators, compact and full-sized wheel loaders, crawler dozers, motor graders and telehandlers. For more information on New Holland Construction equipment, visit www.newholland.com.

Kobelco Construction Machinery America offers a full line of compact, midsized and full-sized excavators ranging from 1.7 to 80 metric tons. For additional product information, visit www.kobelcoamerica.com.

Slack Barshinger is an integrated marketing communications agency that works exclusively with business-to-business marketers to build strong brands and efficiently identify, create, retain and grow profitable customers. Founded in 1988 and based in Chicago, the agency's 80-person staff works expertly across the entire marketing communications spectrum, combining deep expertise in demand creation with new marketing technologies to build solutions-neutral programs that deliver predictable ROI. In 2006, the agency was named Agency of the Year by the Business Marketing Association and has been named one of the Top Three Midsize Agencies in the country for three consecutive years by Crain's BtoB magazine.