Birmingham-based HRO’C Digital has been selected as the lead digital agency for Roundup Lawn and Garden Europe, a part of international agricultural group Monsanto.

The agency was selected following a three-way pitch to manage and produce all digital communications for the weedkiller manufacturer, including the creation of a new website structure that will roll out across Europe throughout 2009.

Roundup has also been keen to understand how Web 2.0 tools can be utilised to engage their audience, with blogs, forums, podcasts and other social media planned.

HRO’C head of digital Simon Cox said: “It was important that we considered a solution for the company that reached its wide target audience and took into account the variations in audience and market in different countries by presenting a range of innovative options to Roundup.”

HRO’C Digital will also create a unique widget application for Roundup, providing interactive content such as gardening tips and calendars for the company’s web-savvy customers.

Roundup UK business director Gary Philpotts said: “It was important to us to have an agency that would understand the needs of our business, employing an effective long-term digital strategy that would reduce our dependency on broadcast and give us a new platform to grab our audience’s attention.

“The way in which customers are consuming media is changing, and we need to not only address this through our marketing activity, but to engage in conversations with them about our brand that will give us an insight into customer trends and purchasing habits.”