Global agricultural biotech company Syngenta has appointed Gyro UK to support the launch of its “next-generation” fungicide molecule in key countries.
The account, which will be run out of Gyro’s Machester office, will run for three years and include defining target audiences and the customer sales journey, delivering communications and media planning, and identifying content and messaging requirements.
Gyro’s sister agency B2B International, which was acquired by Denstu Aegis Network in 2018, will support the agency at the research stage of the project.
Syngenta branding lead of global branding and customer insights Belinda Blatter-Scherer said: “We were impressed with Gyro’s strategic approach and are confident that they will be able to navigate the market and develop an effective plan.
“It’s really important that we get under the skin of our audiences in each of the markets, as the agriculture sector operates very differently in different regions.”
Syngenta, which employs 28,000 people in more than 90 countries, was formed in 2000 by the merger of Novartis Agribusiness and Zeneca Agrochemicals.
It claims the new product is part of its mission to deliver technologies for the future of sustainable agriculture around the world. The company insists it delivers effective long lasting control against a broad range of diseases across multiple crops.
Gyro UK Manchester managing director Steve McCarron said: “The brief plays to our strengths as a full-service B2B specialist and we’re looking forward to applying our strategic rigour to understanding Syngenta’s markets and audiences and developing a plan that will deliver success. We’re delighted that Syngenta’s global marketing team have chosen Gyro UK to support this important launch.”
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