Agency: Michael Deane Associates Author: Michael Deane

Westwood Tractors: Increased Sales and Brand Share from Increased Advertising Spin-Offs


BACKGROUND

Westwood Engineering Ltd was established during the mid-1960s and, until 1989, was developed under the paternal direction of Gerry Hazlewood OBE, in conjunction with a close supporting group, one member of which continues as managing director (of what is now known as Ransomes Consumer Limited). Throughout the period of independent ownership Westwood's corporate culture was heavily influenced by Gerry Hazlewood's independent beliefs which, for the purposes of this submission, are significant in one very particular respect.

Westwood was open-minded and receptive to new ideas. The company welcomed thinking that took a fresh look at problems and opportunities, free of conventional approaches to advertising budget and execution.