HRO'C Digital celebrates Roundup win

Following a three-way pitch, Birmingham based HRO’C Digital has been selected as the lead digital agency for Roundup Lawn and Garden Europe – part of the international agricultural group Monsanto.

The agency will manage and produce all digital communications for the weedkiller manufacturer, including the creation of a new website structure that will roll out across Europe throughout 2009. Roundup has also been keen to understand how web 2.0 tools can be utilised to engage their audience, with blogs, forums, podcasts and other social media planned.

Simon Cox, head of digital, explains: “Being awarded the digital communications account for such a prestigious and well-known company is great news. It was important that we considered a solution for the company that reached its wide target audience and took into account the variations in audience and market in different countries by presenting a range of innovative options to Roundup.”

HRO’C Digital will also create a unique widget application for Roundup, providing interactive content such as gardening tips and calendars for the company’s web-savvy customers.

Gary Philpotts, UK business director, said: “It was important to us to have an agency that would understand the needs of our business, employing an effective long-term digital strategy that would reduce our dependency on broadcast and give us a new platform to grab our audience’s attention. The way in which customers are consuming their media is changing, and we need to not only address this through our marketing activity, but to engage in conversations with them about our brand that will gives us an insight into customer trends and purchasing habits.

“HRO’C Digital was a clear choice, demonstrating their ability to cater to our specific criteria, as well as offering new and exciting options currently available in the digital landscape.”