The WPP-owned agency won the business without a competitive pitch and the business moves from Arena Media.
The brand is planning to run a campaign starting at Easter to coincide with the start of the gardening season. It will focus on Roundup Gel – an award winning weed killer that targets weeds without damaging plants nearby. The campaign will focus on TV and digital channels in the UK and other European markets.
Gary Philpotts, Business Director at Roundup Consumer, said: “I’m impressed with MEC’s thorough approach to audio visual planning and understanding of the category. I’m confident that the 2016 campaign strategy will deliver for Roundup.”
Louise Temperley, Managing Partner at MEC, added: “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.”