BASF Names VMLY&R New Agency Of Record

RESEARCH TRIANGLE PARK, NC (April 7, 2020) – BASF announced VMLY&R as its new agency of record for the company’s Agricultural Solutions division. The agency will handle brand communications, marketing activity, public relations, trade events, and media planning and buying for BASF’s broad portfolio of crop protection, seed and seed treatment products for U.S. farmers.

“BASF has a long history of supporting the U.S. ag industry and serving as trusted advisors to our nation’s farmers,” said Marc Bridgeman, BASF Agricultural Solutions Marketing Communications Lead. “We selected VMLY&R for their outstanding capabilities, strategic vision, capabilities scope, deep multidisciplinary expertise and proven ability to create deep emotional connections. We look forward to partnering with them to convey how BASF is evolving to meet modern agricultural needs.”

BASF will collaborate with VMLY&R to develop integrated marketing activities and go-to-market strategies across the company’s portfolio. As the agriculture industry faces an increasingly complex landscape and market pressures, BASF’s innovations and technologies align with farmer needs to increase yield and grow stronger crops. VMLY&R will help tell that story on behalf of BASF.

“We are excited to begin our partnership with BASF and to deliver a connected brand experience for a company that is leading in a highly innovative and changing industry. We look forward to leveraging our expertise to accelerate BASF’s marketing efforts to identify, engage and inspire the American agriculture industry,” said JJ Schmuckler, global chief growth officer at VMLY&R.

About BASF: BASF Corporation, headquartered in Florham Park, New Jersey, is the North American affiliate of BASF SE, Ludwigshafen, Germany. BASF has more than 18,800 employees in North America and had sales of $18.4 billion in 2019. For more information about BASF’s North American operations, visit At BASF, we create chemistry for a sustainable future. We combine economic success with environmental protection and social responsibility. More than 117,000 employees in the BASF Group work on contributing to the success of our customers in nearly all sectors and almost every country in the world. Our portfolio is organized into six segments: Chemicals, Materials, Industrial Solutions, Surface Technologies, Nutrition & Care and Agricultural Solutions. BASF generated sales of €59 billion in 2019. BASF shares are traded on the stock exchange in Frankfurt (BAS) and as American Depositary Receipts (BASFY) in the U.S. Further information at

About BASF’s Agricultural Solutions division: With a rapidly growing population, the world is increasingly dependent on our ability to develop and maintain sustainable agriculture and healthy environments. Working with farmers, agricultural professionals, pest management experts and others, it is our role to help make this possible. That’s why we invest in a strong R&D pipeline and broad portfolio, including seeds and traits, chemical and biological crop protection, soil management, plant health, pest control and digital farming. With expert teams in the lab, field, office and in production, we connect innovative thinking and down-to-earth action to create real world ideas that work – for farmers, society and the planet. In 2019, our division generated sales of €7.8 billion. For more information, please visit or any of our social media channels.