Bobcat Company Appoints McCann Toronto Global Creative AOR

McCann Toronto has been named global agency of record (AOR) of brand and creative strategy for Bobcat Company. According to Laura Ness Owens, chief marketing officer at Bobcat Company, this partnership marks a “pivotal step forward”, as the equipment manufacturer pursues its ambition of growing reach. “Our decision to work with McCann follows a thoughtful and strategic search for a partner whose breadth of capabilities and expertise could help us realise our vision for our brand’s future,” she says. “[This partnership] will allow us to accelerate our momentum, tell our story in bold new ways and elevate the brand in more ways than ever before.”  

A “landmark moment”, and something the team is “proud to be a part of”, for Ryan Timms, president of McCann Canada, this appointment is not only an exciting opportunity for the agency to define the future of the brand’s legacy, but a testament to its understanding of the opportunities ahead.

“We are thrilled to partner with the legendary Bobcat organisation,” he continues. “For us, this is a moment to help an iconic brand become even more iconic. Bobcat is poised for significant growth, marking a transformative chapter that will define the future of its legacy, and we want to play as big of a part as we can in contributing to that.”

With the Toronto office’s remit spanning a 360-degree brand platform, creative strategy, and execution across Bobcat’s full product portfolio – joined by IPG sister agency Weber Shandwick to support public relations efforts – it’s clear that the decision to appoint McCann was not made lightly. However, Laura explains that during the pitching process, the team stood out by demonstrating a “deep understanding of the brand and opportunities ahead”, as well as a clear strategic alignment and cultural fit, all of which was reinforced by smart application of the network’s iconic ‘Truth Well Told’ philosophy.

“We were looking for a partner who not only understood our legacy, but could also help us shape the future,” Laura notes. “It was important to find an agency with strong B2B experience, a history of shaping brand efforts for long-term impact, and a shared ambition to push creative boundaries. From day one, [McCann Toronto] brought energy, insight and a collaborative spirit that matched our own. ”

But, according to Ryan, as well as Josh Hansen, senior vice president, strategy, a few bonus strategies were employed to really ensure the agency positioned itself as the clear choice.

“We made a point of really embracing the great work that the team at Bobcat had been doing and focused on ways to evolve and elevate it, rather than suggesting that we needed to start afresh,” the former says. “Instead, we went deeper on its audience and found ways that Bobcat could connect with them beyond what they were accustomed to.”

At the same time, the team also placed an emphasis on learning about Bobcat as deeply and quickly as possible, taking advantage of interactions to gain insights that would hone their final approach.

“Through the process, we’ve come to understand Bobcat as a company truly fuelled by innovation, both in its legacy, and in how it’s shaping the future,” Josh explains. “What stood out most was how closely Bobcat mirrors the mindset of its audience: intrinsically motivated, collaborative, and relentlessly driven to get the job done right.

“We also recognised that Bobcat is at an inflection point – a pivotal moment to sharpen and elevate its brand presence in the minds of Americans,” the SVP adds. “There’s a real opportunity to build on the strong foundation and lead with a renewed focus, clarity and ambition.”

These core findings will have a huge impact on the creative direction of the pair’s first collaborative campaign. Set to launch by March 2026, the work is already underway, with the Bobcat team arriving in Toronto a mere one week after it awarded the business, aiming to align on shared goals and brand ambition.

“At Bobcat, we’ve always been bold: in our innovation, in how we show up for our customers, and in shaping the future of work,” Laura says, teasing this future offering. “Our legacy as the compact equipment inventor inspires us to push new boundaries as we grow globally and expand our product lines. The industry can expect bold, integrated storytelling that elevates how we connect with our customers, across every touchpoint and around the globe. This partnership is about more than campaigns; it’s about shaping the next era of the Bobcat brand.”

Ryan agrees that while things must remain secretive for the time being, people keeping their eye on the space can, crucially, afford to expect something new and original. “We think Bobcat will show up in ways it never has before,” he asserts. “We can’t say exactly how or when (for obvious reasons), but we are truly excited about the potential this brand has to show up and impact culture.”