FMCG company Goodman Fielder has appointed The Works, part of the RXP Group, as its creative agency partner.
This follows a six-week pitch process for a creative agency to work across all their brands.
Goodman Fielder's stable of brands including Helga’s, MeadowLea, Praise, White Wings and Wonder.
“The Works demonstrated their strengths in turning insights into strategy, driving that through to creative execution and delivering work that moves our brands forward," Goodman Fielder head of marketing Christine Fung says.
"Most importantly, we love the amazing agency culture they’ve built and we know what a great fit they are with Goodman Fielder."
Fung thanked all the agencies that took place in the pitch.
The incumbent agency Richards Rose did not take part in the pitch.
“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," she says.
"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.”
The appointment of The Works is immediate across all brands and the work done in the pitch will go straight into pre-production.
“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 Works founder and creative partner Damian Pincus says.
"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.
The FMCG company recently appointed Initiative as its media agency partner.
The account was previously held by independent agency Slingshot for six years.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.