GGT nets Phostrogen through BDDP tie-up

GGT’s purchase of the BDDP network has resulted in the London agency picking up Phostrogen’s pounds 1.5 million advertising account.

GGT’s purchase of the BDDP network has resulted in the London

agency picking up Phostrogen’s pounds 1.5 million advertising

account.



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

buyers.



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.



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