Redhanded has been appointed creative agency of record for the crop science division of Bayer in Australia, following a competitive pitch.

The appointment of the Clemenger Group agency comes after Bayer chose to consolidate its creative business in September to drive efficiencies and strategic alignment across portfolios.

B&T understands the pitch included incumbent Fuel Agency and Kiwi agriculture specialist agency Tracta. WPP’s whiteGREY was offered the opportunity to pitch, but declined.

Redhanded will now be responsible for creative work across Bayer’s full portfolio of crop protection products.

Adrian Smith, marketing communications and customer insights manager for the crop science division of Bayer in Australia, said Redhanded had demonstrated a strong and innovative customer experience vision.

“Through the pitch process, we were impressed with the way that Redhanded clearly articulated how we could further improve our integrated customer centric strategy, and we look forward to continuing to work with the team as true partners in our business,” he said.

Redhanded CEO Jim Gall said the agency was delighted to continue its partnership with Bayer.

“Bayer are an extraordinary business that values creativity and innovation,” he said.