Scotts Business to Mediaedge:cia

NEW YORK Mediaedge:cia has won The Scotts Co.’s media planning and buying account following a review, the client and agency have confirmed. Estimated billings are $100 million.

The Marysville, Ohio-based lawn and garden products marketer chose the New York-based WPP Group shop over independent incumbent R.J. Palmer, Interpublic Group’s Universal McCann, both also in New York, and Omnicom Group’s GSD&M in Austin, Texas, sources said.

The Wolf Group, New York, handled planning duties and was not in the review. Wolf retains Scotts’ creative assignment, which was not part of the review, said client vice president of marketing Bill Burke.

Mediaedge will now handle buying and planning for Scotts Turf Builder, Miracle-Gro, Ortho and Roundup brands.

“We were impressed with Mediaedge:cia on a number of levels, most notably their modeling capabilities,” Burke said. The review was initiated to consolidate planning and buying at one shop, Burke added.

In 2002, Scotts spent more than $50 million on ads, with media expenditures from January through September 2003 amounting to $75 million, per Nielsen Monitor-Plus.