Miracle-Gro owner hands Big Dog international brief

Evergreen Garden Care, the international company behind brands including Miracle-Gro, Weedol, Substral and Roundup, has handed its European and Australasian marketing account to Big Dog following a competitive pitch.
The agency has been briefed to develop communications across the group’s portfolio of brands – beloved of green-fingered gardeners – through key markets in 2019 and beyond, with the aim of delivering the company mission to help aspiring Monty Dons easily create and maintain their gardens amid the rush of modern life.
Evergreen Garden Care was created through the acquisition of the former international business of the Scotts Miracle-Gro Company, which was bought by Exponent Private Equity in September 2017. The company operates in the UK, France, Belgium, the Netherlands, Germany, Austria, Poland, the Nordics, Australia and New Zealand.
Evergreen Garden Care international marketing lead Sonia Van Steenberghe said: “Big Dog performed consistently through the pitch process, delivering clear strategic direction and high standards of creative. The team understands our challenges and vision, so we’re excited to be working together.”
Big Dog chief executive Mike Smith added: “Working with Evergreen Garden Care as it embarks on its new journey is genuinely thrilling. We are looking forward to starting work with both central and local marketing teams and helping realise their ambitions.”

TOPICS:agency news Big Dog