Crop Science U.S. Marketing, part of pharmaceutical giant Bayer, has named three firms to be its Agencies of Record, including BBDO Atlanta, HLK, and OBP. The appointments came after a review that followed Crop Science’s acquisition of Monsanto last year for an estimated $63 billion.
BBDO Atlanta will support the Bayer Crop Protection portfolio, including herbicides, fungicides,
and insecticides for row crops and horticulture, as well as the company's new Bayer PLUS Rewards program.
St. Louis-based HLK will service Channel brand seed, regional seed brands, Bayer's trait portfolio, and integrated systems such as the Roundup Ready Xtend Crop System.
St. Louis-based OBP will support Dekalb, Asgrow, Deltapine and WestBred seed brands.
In addition, Barefoot Proximity, based in Cincinnati, will handle holistic portfolio strategy and measurement; digital engagement and multichannel marketing, and modeling. Rhea + Kaiser, in Naperville, Ill., will lead media planning and placement.