Initiative Retains Goodman Fielder Media Account [Video]

Initiative Australia has extended its contract with Goodman Fielder without a pitch. The agency will continue handling the company’s above the line media, including strategy, planning, buying, implementing and reporting, as well as retail marketing planning.

Initiative was first appointed as Goodman Fielder’s media agency in 2020 and awarded its below the line retail marketing planning in early 2023. The extension with Initiative follows the December appointment of TBWASydney as its integrated creative agency following a competitive pitch process.

Goodman Fielder is known for its supermarket brands including Helgas, Yoplait, Cheezels, Praise and MeadowLea (see classic 80s ad below).

Initiative CEO Jo McAlister 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 …