BASF aligns media and advertising with McCann

Hong Kong - Chemical manufacturing group BASF has aligned its global media and advertising duties with the McCann Worldgroup, with Wieden & Kennedy in Amsterdam acting as its creative partner.

This is the first time BASF has aligned its media and advertising operations globally. McCann Erickson will work on the comapny's advertising with Universal McCann to oversee media planning and buying.

The company operates in 15 countries in Asia Pacific and employs more than 13,300 people.

"The anchor of our brand is our positioning as BASF - The Chemical Company.  To support this positioning, we have decided to align our efforts across the region," Anke Schmidt, BASF director of corporate communications Asia Pacific, said.