BASF Unit Taps Mullen

BOSTON Interpublic Group’s Mullen today said it has added integrated marketing communications chores for BASF U.S. Crop Protection.

Advertising, public relations, direct response and digital communications are all in the mix. Media planning and buying are also part of the program. Work breaks in the next few months. Spending through Mullen was not disclosed, though the client’s overall agriculture media budget is about $20 million, and the shop will likely receive a significant portion of that outlay.

The work will be handled by the Winston-Salem, N.C., office of the shop, which is headquartered in Wenham, Mass. The shop prevailed in a review over undisclosed contenders. Quarry Integrated Communications in Durham, N.C., had previously handled the business.

John Fitzgerald, president of Mullen in Winston-Salem, said: “Our work together will raise the visibility of their exceptional products and will introduce innovations that can offer growers higher levels of yield, quality and profitability.” 

BASF comes at a crucial time for the outpost, which last week was cut from the ongoing review for Wachovia’s ad business, though at present the office continues to work for the bank and is likely to do so for several months to come. Wachovia routinely spends more than $100 million annually in measured media.