Westwood Tractors: Increased Sales and Brandshare from Increased Advertising Spin-Offs

Michael Deane

1989 small budget campaign for Westwood Tractors. Direct response advertising 1986-8 had produced market share growth from 30% to 45%.
Agency: Michael Deane AssociatesAuthor: 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...

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