| Syngenta is one of the world's leading companies | | | | Williams Murray Hamm was hired in 2005 to help |
| with employees in over 90 countries dedicated to | | | | Syngenta embrace much of the emotionally-led |
| one purpose: Bringing plant potential to life. | | | | thinking that exists already in the FMCG world and |
| Through world-class science, global reach and | | | | has encouraged them to develop innovative |
| commitment to their customers, they help to | | | | solutions which appeal more to growers' emotions |
| increase crop productivity, protect the | | | | and aspirations. Rather than trading on product |
| environment and improve health and quality of life. | | | | features and benefits, which tend to categorise |
| Syngenta is a global agrichemicals producer where | | | | the sector. |
| regulatory constraints, environmental concerns | | | | Each of the global product brands we created |
| and social responsibility can severely inhibit | | | | have successfully changed perceptions amongst |
| creative scope: most brands end up focusing on | | | | Syngenta regional marketing teams and led to |
| product features. This is not really true: in the | | | | outstandingly positive feedback from farmers and |
| past differentiating of our product brands was | | | | growers across international territories. |
| mainly through technical benefits of the product. | | | | Since the creation of a global brand identity for |
| As the market gets more crowded, we took the | | | | Eforia in 2006, Williams Murray Hamm has gone |
| approach to differentiate our brands more on the | | | | on to create over a dozen brands that help |
| emotional side and tried to find a partner on the | | | | challenge category conventions within the crop |
| creative side that could also do this from a visual | | | | protection sector for the company. Audiences |
| aspect for us. It is not true that regulatory | | | | include Syngenta's global marketing teams, |
| constrains, environmental concerns and social | | | | farmers, commercial growers, and retailers. |
| responsibility did inhibit the creative scope. It is | | | | To view more of Williams Murray Hamm's iconic |
| more that exactly these conditions asked for an | | | | branding click here. |
| emotional approach. | | | | |