Food company Goodman Fielder has extended Initiative’s remit. appointing the agency across its retail marketing business.
Initiative has been media agency of record for Goodman Fielder’s above the line media including strategy, planning, buying, implementing and reporting.
Jo McAlister, managing director, Initiative Sydney, says the fundamental shift in the way Goodman Fielder is approaching its brand and retail trade marketing is a gamechanger.
“Combining brand and retail has been proven to provide Goodman Fielder with the strongest integrated media product possible," she says.
"The work we collectively delivered for the widely recognised Wonder Recycling Rewards campaign shows the closer these two worlds are, the stronger the results.
“It astounds us that less than 5% of retail media investment is managed via media agencies, a statistic Australia is lagging behind mature markets, we feel it’s an untapped opportunity for brands to create an unfair advantage.
“We will harness the full capabilities of Cartology, Coles 360 and others, while leveraging our ATL media partners, to create a true consumer-first end-to-end solutions."
Christine Fung, CMO, Goodman Fielder says taking a holistic approach to media and retail investment strategy has proven to deliver results.
"We are delighted Initiative is our partner on the next stage of our growth journey as we accelerate our approach," she says.
"We can’t wait to see what amazing results we can achieve as a team.”
Work on the retail marketing side of Goodman Fielder’s media account starts immediately with first campaigns expected in market by mid the June quarter.
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