Initiative retains Goodman Fielder media account

Initiative Australia has retained Goodman Fielder's media account and will continue overseeing the company's ATL media, including strategy, planning, buying, implementing and reporting, plus BTL media, as well as retail marketing planning.

The media agency was first appointed as Goodman Fielder’s ATL partner in 2020 and awarded its BTL retail marketing planning in early 2023. The new contract has already commenced.

Jo McAlister, CEO, Initiative Sydney said in today’s challenging market, the strength of client-agency partnership and the trust a client must have in its agency’s strategy and capabilities comes to the fore.

"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.

"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, Goodman Fielder's CMO, said: "Initiative is a forward-thinking agency with excellent account management that really create community with their clients. 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 campaigns, including MFA Awards 2024: Best Use of Screens Initiative and Kinesso, Wonder: Turning BVOD from Brand Builder into Brand Seller, Goodman Fielder. As well as launching the media for Praise’s new brand platform of “Give It Some Mayo”.

Initiative's successful retention of Goodman Felder comes after Volvo awarded its media account to Initiative after 25 years with incumbent WPP’s Mindshare.

The account spans key markets, including the U.S., U.K., Germany, Sweden, Japan, Australia, and Korea. Work will begin in 2025 after a brief transition period.

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Top image: Jo McAlister

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