Slingshot take Fisher & Paykel from OMD after 12 year reign

Pippa Chambers
By Pippa Chambers | 8 July 2015
Fisher & Paykel

Sydney-based independent media agency Slingshot has won media duties for Fisher & Paykel - covering its portfolio of brands including challenger brand Haier.

AdNews first revealed that the brand was testing the water by calling a pitch for its media buying account in May.

The agency, headed up by Simon Rutherford, will take its media strategy, planning and buying in Australia following a comprehensive pitch process.

It is thought the appliance manufacturing company Fisher & Paykel (F&P) pitch is worth about $5 million. One of F&P's major brands is Haier - a Chinese multinational consumer electronics and home appliances company.

OMD was the incumbent for F&P the past 12 years and in a statement from Kara May, marketing manager from F&P, she said it was time for a change in direction.

“We have been with our existing provider OMD for the past 12 years and believe the time was right to consider a change in direction,” May said.

“Slingshot impressed us with their understanding of the consumer and their strategic vision for a category that is arguably very crowded and highly competitive.

"We look forward to working closely with Slingshot to continue to build the profile of our suite of brands in the Australian market through innovative and well considered approaches to media.”

Slingshot, which has accounts such as SPC, Disney Theatrical Productions and Universal Sony, will work across Fisher & Paykel’s suite of  brands, which includes activities in white-goods categories such as ovens, cook-tops, fridges, freezers and dishwashers.

The Auckland-headquartered company established in 1934, has grown into a global company operating in 50 countries and manufacturing in New Zealand, China, Thailand, Mexico and Italy.

Simon Rutherford, CEO of Slingshot said: “We are really excited to have won the Fisher & Paykel business in Australia covering their portfolio of brands including Haier. Winning a piece of business in a pitch situation is always special and Fisher & Paykel is one of those brands that everyone would love to work on and Haier is a new challenger brand.

“Fisher & Paykel is a great New Zealand company, they have always been known for their thoughtful innovation and they punch well above their weight in a category full of big international players, just like Slingshot really.”

Slingshot will begin work on the business immediately.

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