M&C Saatchi scoops BASF global ad brief

The chemical company BASF has appointed M&C Saatchi to its international corporate advertising account.

M&C Saatchi scoops BASF global ad brief

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.