GGT’s purchase of the BDDP network has resulted in the London
agency picking up Phostrogen’s pounds 1.5 million advertising
Marketing for Phostrogen, the number two plant fertiliser in Britain,
has been run out of BDDP in Paris since the French-based Solaris
division of Monsanto bought the independently-owned Phostrogen in
January. UK work has been handled on a project basis by BST-BDDP.
Its new owners intend to restore the 37-year-old Phostrogen to its
former place as the UK market leader, a role it has conceded to the
high-spending ICI brand, Miracle Gro, in recent years.
To this end, GGT has been briefed to prepare a national television
campaign breaking this spring and running until July. The commercials
will be backed up by press ads in specialist gardening publications and
full point-of-sale material. Media on the account moved to Booth Lockett
Makin earlier this year.
Grant Duncan, GGT’s managing director, confirmed the appointment.
Meanwhile, GGT’s acquisition of BDDP is reaching its final stages. The
last details of the deal have been thrashed out, and stock in the newly
expanded GGT is currently the subject of bids by institutional
When this ’book-building’ exercise is completed later this month, a
meeting of GGT shareholders will take place to approve the deal. Shares
will re-list on the stock exchange on 3 April.
Monsanto’s other gardening brand in the UK is the weed killer, Roundup,
which is currently handled by BDDP in Paris.