BJL has been brought in by BASF to devise and implement a brand and communications strategy for its UK crop protection division.

The contract begins immediately, with the Manchester agency working across brand planning, a new digital strategy, content creation and integrated product launches.

“BJL’s credentials when it comes to working with large organisations to bring brands into focus is hugely impressive and we’re very much looking forward to benefitting from their expertise when it comes to delivering a step-change in  how we talk with our customers, partners and colleagues across the agricultural sector,” said Joe Dixon, stakeholder engagement manager at BASF.

Joe Dixon

Joe Dixon

Dixon joined the company in February this year having held previous roles as head of PR at Datamonitor group, associate diretor at PR agency MC2 and as head of comms agency GGR’s (owned by global law firm DLA) Northern operaions.

BASF employs around 1500 staff in the UK, with almost half of those based in Bradford, which is home to one of the country’s largest chemical plans.

“The range and diversity of BASF’s impressive operation brings with it an inherent set of communications challenges which, as brand building specialists, is where we come in,” explained Jackie Holt, managing partner at BJL.

“BASF’s agricultural products are already an essential aspect of many farm professionals’ lives, with an opportunity to take that relationship to another level of collaboration and support.”