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Caterpillar has kicked off the search for a global advertising agency for its CAT fashion brand following the resignation of its creative director, Shubhanker Ray.
This will be the first time that Caterpillar has used an agency to create global advertising for the brand -- all previous advertising has been created in-house under Ray.
Don Henshall, the UK marketing director, saw presentations from five UK agencies last week and has shortlisted two. They will now compete against two unnamed US agencies in a winner-takes-all contest.
David Allen, the UK-based global brand manager for Caterpillar, confirmed the review and said that the budget would …