BASF Names VMLY&R as Agency of Record for Agricultural Solutions Portfolio

By Erik Oster 

BASF Corporation has appointed VMLY&R as creative and media agency of record for the brand’s agricultural solutions division following a review that began last October.

“BASF has a long history of supporting the U.S. [agriculture] industry and serving as trusted advisers to our nation’s farmers,” BASF agricultural solutions U.S. marketing communications lead Marc Bridgeman, who led the review process, said in a statement. “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. We look forward to leveraging our expertise to accelerate BASF’s marketing efforts to identify, engage and inspire the American agriculture industry,” added VMLY&R global chief growth officer JJ Schmuckler.


VMLY&R will be responsible for all brand communications, marketing, public relations, trade events, and media planning and buying, partnering with BASF to develop integrated marketing campaigns and go-to-market strategies across the portfolio of crop protection, seed and seed treatment products.

According to a statement, BASF’s agricultural solutions division generated €7.8 billion (around $8.47 billion) in sales last year. BASF spent around $16.3 million on media in the U.S. across its portfolio last year, down from $23.1 million in 2018, according to Kantar Media.