Havas has won Goodman Fielder's account for creative and media strategy following a competitive pitch. Ikon retains buying, which was not included in the review, but Havas has picked up strategy from Naked and grocery creative from Joy and Jack Watts Currie. Joy remains agency of record for bakery products.
According to Nielsen data, Goodman Fielder spent $4.8 million on advertising in the year to January 2014, but it is thought to be planning a ramp up in spend this year. More recent Nielsen data, for the year to April 2014 estimates total main media spend of $5.6m.
Havas will work on brands including Praise, Meadow Lea, Olive Grove and White Wings.
The win is another in the bag for what the agency network calls its Havas Village model, under which it is bundling together creative, digital and media.
Anthony Gregorio told AdNews that the appointment proves that clients liked the idea when creative and media are combined strategically. The debate was also a hot topic on stage at the AdNews Media Sales Summit yesterday where Clemenger BBDO chairman Rob Morgan claimed the hybrid model is "second-rate".
Goodman Fielder also owns brands including Helga's bread, Mighty Soft, Crisco and Paul Newman's own dressings in Australia.
John Chatterton, marketing director at Goodman Fielder said: "We are looking forward to working with the Havas group who have demonstrated great team spirit in their through-the-line approach to creative content development and strategic targeting to drive our brands forward.”
Mike Wilson, CEO of Havas Media said the win was "another indication that clients are excited by the integration of creative and media. Lots of people are talking about it, we're actually doing it."
Goodman Fielder's board has this week accepted a $1.37 billion takeover offer from Singapore and Hong Kong-based investors.
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