BACKGROUND
Syngenta is a global agro-chemicals producer dedicated to ‘bringing plant potential to life’ by helping to increase crop productivity and protecting the environment. Their audiences are diverse. At any one time, they can be selling a product to a two-acre rice farmer in Korea and a multi-billion dollar farming conglomerate in the US.

Even as world-class scientists hidebound by regulatory constraints, Syngenta is inspired by consumer brands, and insists on embracing its humanness.WMH works with Syngenta to create identities that transcend cultures and challenge category norms.

STRATEGY
Friendly pesticides. Environmentally sound fungicides. Global fairs. Revolutionary crop enhancers. The range of global identity projects, during this eight year relationship, is vast. What each project has in common is a desire to challenge category conventions, to differentiate Syngenta from its more conventional rivals.

SOLUTION
In the spirit of difference, WMH uses vibrant visuals and thought-provoking, everyday language to instil warmth, personality and approachability. Perceptions have led to outstandingly positive feedback from global farmers and growers and Syngenta’s own regional marketing teams. They’re now seen as a science-led organisation with heart as well as brain.