Projects

Garden Market

Redesigned and repositioned Miracle-Gro with new TV advertising featuring Des Lynam. This doubled spontaneous awareness of the brand.

Des Lynam

Launched 3 major award winning products – Grasshopper (retail £5 million), Miracle-Gro (retail £20 million), and Tough Weedkiller (retail £4 million).
Introduced a new product Osmocote (a controlled release fertilizer).
Helped to grow the overall business and quality of the business consistently over 7 years through sound strategic and brand plans.
Maintained an innovative approach to marketing with imaginative use of advertising and promotion e.g. posters, advertorials and a gold-winning sponsored garden at the Chelsea Flower Show.
Carried out a full top down revue of the garden market and long term strategic evolution.

Agrochemicals

Developed the herbicide “Fusilade” until it became the top gross margin earning product in West Europe region.
Organised and chaired a major scientific symposium in London for 250 delegates and International Field Days in Denmark for 1000 delegates. Sales of “Fusilade” increased ten fold in Denmark.
Helped organise a major soya bean conference in Italy.
Developed major sponsorship opportunities for “Fusilade” e.g. tractor pulling in Holland.

Fusilade

Built into the most popular gardening brand with strong emotional values.
Extended the brand into innovative and successful products e.g. Miracle-Gro Pour & Feed, Houseplant range and Potting Mix.
Moved all minor fertilizer products under the Miracle-Gro brand.
Managed the business during a difficult transition period and maintained sales and profitability.


Miracle-Gro Pour & Feed	Grasshopper