MEC has won the European-wide media planning and buying account for Monsanto’s consumer division.

Previously held by Arena Media, the agency was awarded the contract without a competitive pitch.

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Joanna Parnell becomes managing partner at MEC Manchester

MEC, part of the WPP group, will begin immediately on Easter campaigns, to coincide with the start of the gardening season. The focus will be on Monsanto’s weed killing product, Roundup gel. This will be through digital and television channels across Europe.

“We’re excited to be working with an innovative brand like Roundup.  We’ll be focusing on how we can maximise campaign performance with digital channels to compliment the TV activity, delivering laser targeted and reactive messaging to real time seasonal fluctuations,” said Louise Temperley, managing partner at MEC.