Initiative Australia announced the continuation of its longstanding partnership with Goodman Fielder.
The agency has retained the company’s ATL media, including strategy, planning, buying, implementing and reporting, plus BTL media including retail marketing planning.
Initiative was first appointed as Goodman Fielder’s ATL partner in 2020 and awarded its BTL retail marketing planning in early 2023.
“We are delighted Goodman Fielder has placed its business for a further 12 months firmly back in our hands, enabling Initiative to fulfil the brand’s ambition to take a more holistic approach to its media strategy and investment,” said Jo McAlister, CEO, Initiative Sydney.
“Since taking a more universal approach to Goodman Fielder’s investment, we have been able to ensure ATL, at-shelf and at-home work seamlessly together to deliver stronger results for the brand and create a true consumer-first end-to-end solution. The results speak for themselves.”
Christine Fung, CMO, Goodman Fielder said Initiative is a forward-thinking agency with excellent account management.
“We are delighted to maintain our long-term collaborative partnership, with shared drive for learning as we continue our growth journey.”
In 2024 Initiative has taken home the metal for several innovative Goodman Fielder
The new contract has already started.
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