This is Flow has won The Workwear Group’s Hard Yakka and KingGee media account in a competitive pitch.
Workwear Group, part of Wesfarmers, represenst some of Australia’s most loved and respected industrial brands and provides uniforms for many companies in Australia, NZ and around the world.
Alexandra Redlingshofer, head of marketing for WWG’s Hard Yakka & KingGee brands: “Both Hard Yakka and KingGee are iconic Australian heritage brands that have a true authentic connection with our audience, so finding an agency that could harness and evolve this was critical.
"Flow’s approach delivered strong strategic thinking that was not only built on strengthening our relationship with our loyalist audience, but also engaging and igniting our newer Gen Z and Millennial audiences to ensure longevity in these brands.”
Jimmy Hyett, CEO This Is Flow: “We grew up with these brands, seeing how they represent Australia in so many
ways – hard work, determination and really strong values. So, it’s a massive privilege to now be a part of that history, and play an active role in shaping their future too."
Flow will manage all media planning and buying for King Gee and Hard Yakka, with activity already in market across multiple channels - TV, radio, OOH and digital channels including Catch Up TV and Spotify.
This latest win caps off a strong year of growth for the independent agency, after winning global brand 1800-GOT-JUNK?, Coors and Miller Chill from Coca-Cola Europacific Partners, Riverina Dairy Co, Liquefy and Before You Speak Coffee.
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