M&C Saatchi beat Grey Düsseldorf, Lowe and Partners, and TBWA\Düsseldorf. The pitch was held at BASF’s German headquarters.
M&C Saatchi is tasked with co-ordinating an integrated campaign for BASF across Asia-Pacific, Brazil, Europe and North America, continuing the "we create chemistry" branding introduced by the incumbent, Wieden & Kennedy Amsterdam.
BASF spent £2.6 million on media in the UK in 2012, according to Nielsen.
M&C Saatchi’s chief executive, Carrie Hindmarsh, who is stepping down from the role but will remain at the agency as a consultant, will help manage the account.