Garden chemicals outfit plants account in Bozell

Garden chemicals company Miracle Garden Care has awarded its 3.5m account to Delaney Fletcher Bozell after a lengthy pitch.

Delaney Fletcher Bozell, formerly DFSD Bozell, will take over the account next week. It will handle TV and press work for the brand. Its first creative work is expected next year.

It is the first time Miracle Garden Care has awarded creative and media buying business to a single agency. Media handling was given to 20/20 Media, a joint venture between CIA and Bozell.

Miracle Garden Care’s brands, which include Miracle Gro Plant Food, Pathclear, Weedol and Bug Gun, were previously divided between a number of agencies, including Cogent and John Bowler Associates.

The company held a lengthy, secretive pitch. Eleven agencies were approached, including GGK, Bozell, Roose & Partners and Banks Hoggins O’Shea. Shortlisted agencies had a four-hour meeting, followed by a series of presentations with Miracle Garden Care’s US owner Horace Hagedorn and UK chief executive officer John Wilson.

A spokesman says the company wants: “Hard-selling, creative advertising that will boost sales in our sector.”

– Bozell chairman Winston Fletcher describes the name change from DFSD Bozell to Delaney Fletcher Bozell as a “cleaning up operation”. He says there will be no structural

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