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VMLY&R Named Creative and Media Agency of Record for BASF Agricultural Solutions

07/04/2020
Advertising Agency
New York, USA
103
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VMLY&R wins in its approach to develop and maintain sustainable agriculture and healthy environments

VMLY&R announced today that it has been selected by BASF as its new agency of record for the company’s Agricultural Solutions division based in Research Triangle Park, New York. VMLY&R will handle 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 U.S. farmers.


VMLY&R will partner with BASF to develop integrated marketing activities and go-to-market strategies across the company’s portfolio. As the agriculture industry faces an increasingly complex landscape and market pressures, BASF’s innovations and technologies align with farmer needs to increase yield and grow stronger crops. VMLY&R will help tell that story on behalf of BASF.


Marc Bridgeman, U.S. marketing communications lead at BASF Agricultural Solutions, led the review process that was initiated in October 2019: “BASF has a long history of supporting the U.S. ag industry and serving as trusted advisors to our nation’s farmers,” Bridgeman said. “We selected VMLY&R for their outstanding capabilities, deep multidisciplinary expertise and proven ability to create deep emotional connections. We’re thrilled to partner with VMLY&R to convey how BASF is evolving to meet modern agricultural needs.”


JJ Schmuckler, global chief growth officer at VMLY&R, said: “We are excited to begin our partnership with BASF and to deliver a connected brand experience for a company that is leading in a highly innovative and changing industry. We look forward to leveraging our expertise to accelerate BASF’s marketing efforts to identify, engage and inspire the American agriculture industry.”

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