Scotts has named Barton F. Graf 9000 as creative agency of record for Scotts Miracle-Gro, AdAge reports.
Barton F. Graf 9000 had previously handled Scotts’ Tomcat brand, for which the agency created the memorable “Dead Mouse Theatre” campaign. The agency takes over for Dallas-based The Richards Group, which had previously handled all creative, brand development, digital and social strategy for the brand. Mediahub took over for previous media agency MEC following a review earlier this year. According to Scotts 10-K filing, the company spent around $144 million on advertising for the brand last year, down some 15 percent from its spending in 2012.
“This is how it’s supposed to work, right? You meet a like-minded client, they give you a shot at some smaller projects, you create great work that sells lots of product, and they trust you enough to take on their biggest brands,” Gerry Graf, founder and chief creative officer at Barton F. Graf 9000, told AdAge.
“Barton F. Graf solves problems for clients in creative ways, making this partnership that much more of an exciting opportunity for Scotts Miracle-Gro,” added Josh Peoples, vice president, general manager of lawns at Scotts. “Their creativity and forward-thinking approach will help expand our consumer reach and together we will deliver innovative campaigns across all our brands.”