VMLY&R has been selected by BASF as its new agency of record for the company’s Agricultural Solutions division based in Research Triangle Park, N.C. 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.”
“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,” said JJ Schmuckler, global chief growth officer at VMLY&R.
VMLY&R is a global brand and customer experience agency that harnesses creativity, technology, and culture to create connected brands. The agency is made up of nearly 7,000 employees worldwide, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore and Sydney. VMLY&R works with client partners including Colgate-Palmolive, Danone, Dell, Ford, New Balance, Pfizer and Wendy's. For more information, visit www.vmlyr.com. VMLY&R is a WPP company (NYSE: WPP).
About BASF’s Agricultural Solutions division
With a rapidly growing population, the world is increasingly dependent on our ability to develop and maintain sustainable agriculture and healthy environments. Working with farmers, agricultural professionals, pest management experts and others, it is our role to help make this possible. That’s why we invest in a strong R&D pipeline and broad portfolio, including seeds and traits, chemical and biological crop protection, soil management, plant health, pest control and digital farming. With expert teams in the lab, field, office and in production, we connect innovative thinking and down-to-earth action to create real world ideas that work – for farmers, society and the planet. In 2019, our division generated sales of €7.8 billion. For more information, please visit www.agriculture.basf.com or any of our social media channels.
BASF Corporation, headquartered in Florham Park, New Jersey, is the North American affiliate of BASF SE, Ludwigshafen, Germany. BASF has more than 18,800 employees in North America and had sales of $18.4 billion in 2019. For more information about BASF’s North American operations, visit www.basf.com/us.
At BASF, we create chemistry for a sustainable future. We combine economic success with environmental protection and social responsibility. More than 117,000 employees in the BASF Group work on contributing to the success of our customers in nearly all sectors and almost every country in the world. Our portfolio is organized into six segments: Chemicals, Materials, Industrial Solutions, Surface Technologies, Nutrition & Care and Agricultural Solutions. BASF generated sales of €59 billion in 2019. BASF shares are traded on the stock exchange in Frankfurt (BAS) and as American Depositary Receipts (BASFY) in the U.S. Further information at www.basf.com.