BASF Unit Taps Mullen

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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.

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