Indie agency AFFINITY wins $5m Fisher & Paykel media and digital account

By Paige Murphy | 9 July 2019

Whitegoods brand Fisher & Paykel has appointed AFFINITY as its full-service strategic media and digital agency across the entire suite of products, with a spend of about $5 million.

AFFINITY won the contract after a successful pilot conducted in Fisher & Paykel’s in-home service division that delivered an immediate uplift and cost saving of 600%.

The agency also showed the client it could use media as a source of business intelligence rather than a buying function.

"From the get go, we knew we were likeminded thinkers wanting to use the power of media intelligence to grow brand reputation whilst ensuring we improve the bottom line," AFFINITY CEO Luke Brown says.

“It’s an absolute privilege to be able to help strengthen such an iconic brand in a demanding market place. We love the challenge and are thrilled to have already added significant measurable value to the business with our first few initiatives.”

Fisher & Paykel head of marketing Richard Babekuhl says the brand is undergoing a transformation which led to the appointment of AFFINITY.

“We needed a proven performer in marketing effectiveness to unlock our full potential, particularly with an incredible pipeline of new products and industry-leading website to launch in the coming months," Babekuhl says.

"We know we’ve found that progressive, results-driven partner in AFFINITY, and we look forward to seeing similar results to the successful pilot with our total media investment.”

The brand's media account was previously held by independent media agency Slingshot, who won the account in 2015 from OMD.

Most recently, AFFINITY was named the most effective digital agency in Australia on the WARC global Index 2019, for the third consecutive year.

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