Listed FMCG company Goodman Fielder is pitching the strategy component of its media account, AdNews has learnt.
The strategic part of the account currently resides with Naked, which while still a strategic agency, has repositioned itself as a creative agency. Ikon handles a chunk of the media buying.
Goodman Fielder, whose brands include MeadowLea, White Wings, Praise and Helga's, works with a number of creative agencies including Joy and Jack Watts Currie. Creative is not thought to be included in the scope of the review.
The FMCG giant's chief executive, Chris Delaney, flagged a turnaround later this year after posting a $64.8 million loss in the first half, attributed to an increase in farm-gate milk prices and the high cost of Australian wheat.
According to Nielsen data, total main media spend for the Goodman Fielder advertiser group, which includes Goodman Fielder, Meadow Lea Foods, Quality Bakers Australia and White Wings, was $4.8 million in the 12 months to January 2014.
Goodman Fielder was not available for comment at the time of writing.
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