Democracy sets a new milestone by securing Flymo and GARDENA as clients.
- The agency won the contract through a competitive pitch against two other agencies.
- Democracy will spearhead PR and social strategies for these leading gardening brands.
- GARDENA, renowned for quality gardening tools, continues its influence across Europe.
- Flymo, famous for its innovative mowers, celebrates this partnership amid its 60th anniversary.
Democracy, a Manchester-based agency, has achieved a significant triumph by securing the PR and social media account for two prominent gardening brands, GARDENA and Flymo. This decision followed a competitive pitch process where Democracy excelled over two other contenders. The agency’s role encompasses handling proactive and reactive communications for both brands, alongside innovative influencer-driven campaigns starting from 2025.
GARDENA, a leading name in the realm of European gardening tools, has a rich history dating back to its inception in Germany in 1961. With a strong market presence, the brand is known for offering high-quality gardening tools, hoses, and smart garden technology. The collaboration with Democracy aims to extend GARDENA’s reach even further, leveraging the agency’s creative strategies and comprehensive understanding of the brand.
Flymo, a brand synonymous with the creation of the hover lawnmower, is a key player in the UK gardening equipment market. As they mark their 60th anniversary, Flymo looks forward to innovative promotions and social content development under Democracy’s guidance. This partnership intends to solidify Flymo’s reputation and expand its influence amongst gardening enthusiasts.
Sarah Bentham, GARDENA’s marketing manager, expressed her enthusiasm, highlighting the alignment between Democracy’s creative capabilities and GARDENA’s brand values. She noted that the agency’s understanding of the brand’s essence made them a fitting choice for this collaboration. Similarly, Jennifer O’Grady, Democracy’s founder, praised GARDENA’s innovative spirit, likening it to a ‘challenger mentality’ within a superbrand framework.
The collaboration with GARDENA and Flymo further enriches Democracy’s already diverse portfolio, which includes renowned consumer brands. The agency’s approach aims to invigorate GARDENA and Flymo’s brand presence and drive growth in the gardening sector, appealing to everyone from seasoned gardeners to novices.
This new alliance between Democracy, GARDENA, and Flymo is set to redefine the PR landscape in the gardening industry.
