Scotts Miracle-Gro is moving on.
After years with MEC, the brand is shifting its media account to Mediahub, the media arm of Mullen, Scotts has confirmed. Scotts' media spending totals about $80 million a year.
MEC planned and bought most of Scotts' media business, with barter shop Active International handling some broadcast business. Active is expected to remain in place.
The shift came after a review that pitted MEC against four rivals—Horizon Media, Havas Media, Zenith Media and Mediahub—according to sources.
The five shops made presentations to Scotts executives in mid-March; the company subsequently narrowed the candidates to Mediahub and MEC, sources said. Pile + Co. in Boston managed the search, which began late last year.
Creative responsibilities have been at The Richards Group since 2012. The shop's most recent ads use the tagline, "Life starts here."