Scott’s, the garden care manufacturer, has consolidated its pounds
4 million media business into BJK&E Media after seeing pitches from
BJK&E, Carat and BMP OMD.
BJK&E, which previously held the media account on Miracle-gro and
Weedol, now has responsibility for the Levington’s lawn-care brands,
which include Evergreen. They were previously handled by Carat.
Scott’s revision of its media arrangements came after a review of its
creative agencies, which concluded in September when the company handed
the pounds 1.5 million advertising account for Evergreen to Delaney
Fletcher Bozell. The brand’s advertising was formerly handled by
Momentum.
At the same time Scott’s moved its pan-European advertising account for
the weedkiller brands, Roundup and Weedol, to BMP DDB. They were
previously handled in the UK by Delaney Fletcher.
’We’ve had a long track record of strategic media input with Scott’s
which they value highly and we’re able to take that experience of the
sector into the Levington’s brands as well,’ Mark Patterson, managing
director of BJK&E Media, said.
The consolidation comes as Scott’s prepares to boost media spend across
its core brands to pounds 6 million next year. Plans include the launch
of a pounds 2 million campaign for weedkiller brands in the new year
which will see them advertised on TV for the first time in three
years.
Scott’s is the leading garden care manufacturer in the UK. Miracle-gro
has 55 per cent of the soluble plant-food market and Scott’s also claims
around 70 per cent of the market for weedkillers.
