Goodman Fielder Appoints The Works as Creative Agency Partner

Goodman Fielder –with iconic Australian brands including Helga’s, MeadowLea, Praise, White Wings and Wonder – has appointed The Works, part of the RXP Group, as their creative agency partner. This follows a six-week pitch process for a creative agency to work across all their brands.

Christine Fung, head of marketing said: “The Works demonstrated their strengths in turning insights into strategy, driving that through to creative execution and delivering work that moves our brands forward. Most importantly, we love the amazing agency culture they’ve built and we know what a great fit they are with Goodman Fielder.

“I want to thank all the agencies who participated in the pitch and who embraced the challenge of pitching while working from home and via video conference. All agencies showed that this is not a barrier to great collaboration, chemistry and work. I would also like to thank our incumbent agency, Richards Rose, for their partnership over the last five years and wish them all the best for their future successes.”

Richards Rose did not participate in the pitch. The appointment of The Works is immediate across all brands and the work done in the pitch will go straight into pre-production.

Damian Pincus, founder and creative partner at The Works said: “We are super excited to be working across such an iconic portfolio of brands and loved the fact that the pitch was so well managed. The importance of choosing an agency not just for the thinking and creative, but as Christine said, the chemistry and cultural alignment of our two businesses.

“The opportunity to work alongside a passionate and talented marketing team and agency partners across packaging, media and shopper that are all so aligned is going to produce some break-through work and results for the business.”

This concludes the Goodman Fielder pitch process across media and creative with the recent appointment of Initiative.