Initiative wins Goodman Fielder account

By Mariam Cheik-Hussein | 9 January 2020

Food manufacturer Goodman Fielder is moving its account from Slingshot to IPG’s Initiative.

The account, reportedly worth around $12 million, had been with the independent media agency for six years. Goodman Fielder has brands such as White Wings, Wonder White and Helga’s.

“Goodman Fielder ran a procurement-led process to find an agency that would do it for less, and they found one,” Slingshot CEO Simon Rutherford told AdNews.

However, Christine Fung, Goodman Fielder’s head of marketing, says Initiative was selected because of its positioning around the “cultural relevance of brands”.

“It aligns completely with our ambitions to better connect our brands and products with Australians, particularly as we head into our next phase of growth with significantly increased investment across our brand portfolio,” Fung says.

“Initiative demonstrated to us creative thinking that goes well beyond media, and we’re excited to start our journey with them knowing their excellent reputation with both clients and agency partners alike.”

Initiative CEO Melissa Fein says the pitch for Goodman Fielder was held to the same standards for all other accounts.
“Initiative has made its position on the need for fair and reasonable commercials clear and we held this pitch to that standard, as we have for all others over the past few years,” Fein says.

Initiative has recently won the Deliveroo account.

Slingshot has also previously won the media accounts for Daikin and NSW Business Chamber.

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