Miracle-Gro Company is moving its £5m UK media planning and buying business into BLM Media from BJK&E.
BLM won the business following a three-way pitch against undisclosed agencies, overseen by marketing director Sarah Greenaway. The gardening company’s brands include Miracle-Gro plant food, Weedol, Evergreen and Pathclear.
BLM will develop an integrated TV, outdoor, print and online campaign schedule. It is thought the plant food brand is looking to spend more of its budget across different media: last year it spent the bulk of its budget on TV.
BLM managing director of trading and futures Pedro Avery says the company will “leverage” the Web in 2007.
The first campaign will be for the launch of Miracle-Gro Liquafeed, a liquid feeder product that attaches to the end of a garden hose to make plant feeding easier. The TV-led campaign will start before Easter. Further product launches are expected.
The appointment comes after the brand relaunched last month, with packaging redesigned by Vibrand.
BJK&E has held the business since 1999 when Scotts consolidated its UK account. It had previously worked on the Miracle-Gro and Weedol brands while Carat was the incumbent on other brands.
Scotts is the world’s largest maker of horticultural and turf products. Its UK advertising account is handled by Delaney Lund Knox Warren.