G&S Business Communications, part of the G&S Integrated Marketing Communications Group, has been honored with three Platinum MarCom Awards, the competition’s highest distinction, for its creative work with Syngenta Professional Solutions on the “Putting Bugs to Work” campaign promoting Advion® insect control products.
The campaign earned Platinum recognition in the Advertising, Product Launch, and Trade Show Exhibit categories. The work stood out among more than 6,000 global entries in the 2025 MarCom Awards, which celebrate excellence in marketing and communications across more than 300 categories including print, web, video, and strategic communications.
A Bold Reimagining of Pest Control
When the Professional Pest Management division of Syngenta sought to reinvigorate its flagship Advion gel baits in the maturing European pest control market, G&S delivered a fresh approach rooted in storytelling, science, and unexpected humor. The “Putting Bugs to Work” concept reframed pests as unlikely allies through the playful theme “Meet Your New Employee.”
The creative idea dramatized how the innovative mode of action of Advion allows ants and cockroaches to contaminate other insects in their colonies, turning pests into the solution. The campaign launched at PestEx in London with life-size character masks, immersive booth experiences, and social activation, supported by a unified toolkit and messaging architecture for local adaptation across European markets.
Driving Measurable Results Across Europe
The integrated campaign revitalized the Advion market presence, strengthened distributor relationships, and boosted awareness and brand recall. By blending scientific credibility with emotional storytelling, the campaign transformed a technical product story into a conversation piece that resonated with pest control professionals and generated buzz across the industry.
“Winning three Platinum MarCom Awards underscores the power of combining bold creativity with deep industry insight,” said Steve Halsey, Principal and Chief Growth Officer at G&S Integrated Marketing Communications Group. “Our partnership with Syngenta demonstrates how purposeful storytelling can translate science into impact and deliver measurable business results.”
About the MarCom Awards
The MarCom Awards, administered by the Association of Marketing and Communication Professionals (AMCP), is one of the largest and most respected creative competitions in the world. Entries are judged by industry experts who honor outstanding achievement in concept, direction, design, and execution across marketing and communications disciplines.
About G&S Business Communications
G&S Business Communications (GSBC) is a go-to-market agency of the G&S Integrated Marketing Communications Group (GS IMCG), solving complexity and helping innovative brands seize opportunity, build reputation, and grow market impact. With deep expertise in agribusiness, home & outdoor living, industrial & advanced manufacturing, healthcare & wellness, and professional services, GSBC delivers integrated communications rooted in industry intelligence and strategic insight. GS IMCG has offices in New York, Chicago, Milwaukee, Wis., Raleigh, N.C., and Waterloo, Iowa, and is a member of PROI Worldwide, providing global reach in 65+ countries.