Mullen Wins BASF Crop Protection Business

Business Wire, July 9, 2008

WINSTON-SALEM, N.C. -- Mullen has won integrated marketing communications duties for BASF U.S. Crop Protection to enhance awareness and sales of the company's herbicides, fungicides, insecticides, plant regulators and seed treatment technologies that offer the highest level of crop protection solutions to growers across the U.S.

"Mullen's team went to exceptional lengths to understand the complexity of our business and the impact our innovations and technologies have on the U.S. agricultural market," said Ray Gilmer, BASF Crop Protection Division group communications manager. "We were impressed by the team's passion and insights into the category and the integrated campaign that flowed from both."

The agency's work will include branding, advertising, public relations, digital strategy, direct marketing and media planning and buying for the U.S. Crop business.

"We are looking forward to working with BASF because their technologies represent the highest standard of innovation in their industry," said John Fitzgerald, president of Mullen's Winston-Salem, N.C. office. "Our work together will raise the visibility of their exceptional products and will introduce innovations that can offer growers higher levels of yield, quality and profitability."

About Mullen

Mullen is a full-service agency and an independent brand within the Interpublic Group of Companies. Mullen's client portfolio includes work for General Motors, EMBARQ, CSX, Orbitz, La Quinta Inns & Suites, T.J. Maxx and the U.S. Department of Defense. Headquartered in Wenham, Massachusetts, the agency operates offices in Winston-Salem, North Carolina; Detroit, Michigan; and Pittsburgh, Pennsylvania. For more on Mullen, visit www.mullen.com.

About the BASF Crop Protection Division

With sales of [euro]3,137 million in 2007, BASF's Crop Protection division is a leader in crop protection and a strong partner to the farming industry providing well-established and innovative fungicides, insecticides and herbicides. Farmers use these products and services to improve crop yields and crop quality. Other uses include public health, structural/urban pest control, turf and ornamental plants, vegetation management, and forestry.

BASF aims to turn knowledge rapidly into market success. The vision of BASF's Crop Protection division is to be the world's leading innovator, optimizing agricultural production, improving nutrition, and thus enhancing the quality of life for a growing world population. Further information can be found on the web at www.agro.basf.com.

About BASF

BASF - The Chemical Company. We don't make a lot of the products you buy.

We make a lot of the products you buy better.[R] BASF Corporation, headquartered in Florham Park, New Jersey, is the North American affiliate of BASF SE, Ludwigshafen, Germany. BASF has more than 15,000 employees in North America, and had sales of approximately $16.4 billion in 2007. For more information about BASF's North American operations, or to sign up to receive news releases by e-mail, visit www.basf.com/usa.

BASF is the world's leading chemical company: The Chemical Company. Its portfolio ranges from oil and gas to chemicals, plastics, performance products, agricultural products and fine chemicals. As a reliable partner, BASF helps its customers in virtually all industries to be more successful. With its high-value products and intelligent solutions, BASF plays an important role in finding answers to global challenges, such as climate protection, energy efficiency, nutrition and mobility. BASF has more than 95,000 employees and posted sales of almost [euro]58 billion in 2007. BASF shares are traded on the stock exchanges in Frankfurt (BAS), London (BFA) and Zurich (AN). Further information on BASF is available on the Internet at www.basf.com.