NEW YORK ML Rogers said it has been hired to provide advertising for Morning Song, a unit of agency client Scotts Miracle-Gro.
Scotts acquired Morning Song, a manufacturer of wild birdseed, last November.
The account was awarded based on ML Rogers' existing relationship with Scotts; there was no incumbent and no review. The agency's first work for the client will include television, radio, print and nontraditional efforts. The launch date has not been finalized.
"ML Rogers has an excellent track record of creating advertising that leverages growth for us. Their work was key in helping us to transform potting mixes and garden soils into a $1.5 billion retail category," said Bob Bernstock, Scotts president and COO, in a statement.
Morning Song billings were not disclosed; the company registered no measured media expenditure last year, per Nielsen Monitor-Plus. Scotts spent close to $80 million last year on ads. The client is based in Naperville, Ohio.
ML Rogers is an independent New York advertising and marketing agency. Its other clients include Aamco, Blistex, Centerra Wine, Chipita Foods and Wall Street Access.
—Adweek staff report