Sydney independent agency, This is Flow, has been appointed to handle $3 million Pladis Global media account following a competitive pitch against Wavemaker.
This is Flow will handle all media planning and buying and will work alongside Flow’s digital partner, True Sydney, to deliver a digital solution including social content creation and community management.
Pladis Global is a snacking company known for products such as McVitie’s biscuits and Godiva Chocolatier.
The largest portion of its portfolio, McVitie’s, has a strong UK heritage in the biscuit range with products such as Digestives, Jaffa Cakes and Hob Nobs, and will be launching new products this year in both the biscuit and confectionery categories.
“We appointed This is Flow as our media partner because of their unique business model that allows Pladis to be far more flexible, nimble and cost-effective when it comes to executing media," Pladis Global marketing manager ANZ Ben Bolek said.
"We enjoyed working with them through the pitch process, and Jimmy and his team demonstrated a deep understanding of our business and consumer challenges. We are looking forward to working with TIF in 2019 and beyond.”
The win marks another significant step in client growth for This is Flow, after winning the $5m media account for CruiseCo last year. The independent, which launched in mid-2016, has billings of $10 million.
“We often consider ourselves a challenger brand when it comes to the media landscape, going up against the big agencies and finding more effective ways to operate," This is Flow managing director Jimmy Hyett said.
"That is the same approach that we wanted to bring to Pladis. We are excited to drive their snacking portfolio in a competitive market with well-established brands, and help grow McVitie’s as one of the most craved snacking brands in FMCG."
This Is Flow, a full-service agency with a focus on media planning, buying and production, rebranded in 2018 from Media & Production Partners, making a shift in the agency's structure and operations.
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