BASF Appoints VMLY&R Creative, Media AOR

BASF Agricultural Solutions has appointed VMLY&R its new creative and media agency of record.

The company spent $23.1 million on measured media in 2018 according to Kantar Media.

The agency’s remit includes brand communications, marketing activity, public relations, trade events, and media planning and buying for BASF’s broad portfolio of crop protection, seed and seed treatment products for North American growers.

Minneapolis-based Periscope previously serviced both accounts. BASF executives explored the possibility of having multiple agency partners on its roster but ultimately decided to keep everything under one roof.

“We selected VMLY&R for their outstanding capabilities, deep multidisciplinary expertise and proven ability to create deep emotional connections,” explains Marc Bridgeman, U.S. marketing communications lead at BASF Agricultural Solutions who led the review process which was initiated in October 2019.



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