Case Study:
New Holland Agriculture
New Holland Agriculture is a global leader in agricultural machinery, known for its wide range of tractors, harvesters, balers, seeding equipment, and precision farming technologies. With a history dating back over 125 years, the brand has built its reputation on innovation, reliability, and farmer-first support. In Australia, New Holland is backed by a strong dealer network that ensures farmers have access to both advanced machinery and dependable service.
A Creative Partnership
The New Holland Agriculture and Construction work was delivered as a creative partnership with The Corner Shop - a nimble design studio known for big ideas and a fleet-footed agency style. I was brought in as a consultant to their team, working closely alongside both The Corner Shop and New Holland. For more than 5 years, we became the creative engine behind the brand’s marketing - from repositioning strategy and brand campaigns to product launches and sales promotions.
It was a partnership built on complementary strengths: The Corner Shop handled design and visual execution, while I drove strategy, conceptual copywriting, messaging, and campaign development. The result was a seamless collaboration that helped New Holland stand out in one of the most competitive agricultural markets in the world.
The Challenge: Staying Relevant in a Changing Landscape
New Holland has a long history in Australia, but like many agricultural brands, it faced increasing pressure to show relevance in a market undergoing rapid change. Farmers were adopting new technology, precision data tools were reshaping farming, and competitors were jostling for market share with bold campaigns.
New Holland needed more than just seasonal promotions. They needed a new positioning that would speak to farmers’ evolving needs while reinforcing the trust and dependability that had always been part of the brand.
The Strategy: “The Strength Behind You”
We developed a new brand positioning — The Strength Behind You — which became the foundation of New Holland’s communications for years to come.
This idea spoke directly to what farmers value most: support, reliability, and strength. It highlighted:
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The dealer network that backs customers across regional Australia.
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The products and technology that provide everyday strength and performance.
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The brand promise of being not just a supplier, but a partner in the farmer’s journey.
From there, every campaign carried this theme — creating consistency, recognition, and emotional connection.
New Holland Agriculture
New Holland Twin Rotor
New Holland Service Dept: "What's Your Weirdest Tool?"
New Holland Dealership Video
Execution: Campaigns That Delivered
Over the five-year partnership, we produced a broad range of campaigns and creative assets:
Sales Promotions
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End-of-financial-year tractor campaigns, including the most successful tractor sales promotion ever run by New Holland in Australia.
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Seasonal sales drives for construction equipment and agricultural machinery.
Product Launches
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Campaigns for major product introductions like the Twin Rotor Combine Harvester.
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Awareness and education campaigns for PLM (Precision Land Management) — a smart data-driven farming system that gathered and analysed live information from machinery to help farmers unlock more from their land.
Brand Campaigns
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A Whole New World — a major brand film shot across Australian farming regions. It depicted real farmers adopting new technology, showcasing New Holland machinery in action, and highlighting the promise of a more productive, data-driven future.
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Ongoing social and digital campaigns reinforcing innovation while maintaining New Holland’s reputation for strength and dependability.
Results: Impact Across Every Channel
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Established a clear, unified brand positioning that resonated with Australian farmers.
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Created consistent storytelling across social, digital, print, and broadcast.
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Delivered record-breaking sales promotions, cementing New Holland’s market strength.
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Helped launch innovative products like PLM and the Twin Rotor Combine Harvester to strong awareness and adoption.
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Built a strong, enduring partnership with both the client and The Corner Shop, where collaboration amplified creativity and results.
Conclusion: More Than Campaigns
This wasn’t just about producing ads. It was about reshaping a brand’s story for a new generation of farmers and construction operators. Together with The Corner Shop, I helped New Holland show that they weren’t just selling machines - they were standing behind every farmer and every business with the strength, innovation, and support to thrive in a changing world.