B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • AFL
  • WPP
  • State of Origin
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • ARN
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Goodman Fielder Bakes Up Deal With TBWA\Sydney Appointed As New Integrated Creative Agency Partner
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Goodman Fielder Bakes Up Deal With TBWA\Sydney Appointed As New Integrated Creative Agency Partner
Advertising

Goodman Fielder Bakes Up Deal With TBWA\Sydney Appointed As New Integrated Creative Agency Partner

Staff Writers
Published on: 11th December 2024 at 11:52 AM
Edited by Staff Writers
Share
1 Min Read
SHARE

Food manufacturer, Goodman Fielder, has named TBWA\Sydney – The Disruption Company® as its integrated creative agency following a competitive pitch process.

TBWA\Sydney will lead all strategy and creative thinking across the ‘Total Brand Experience’ for the Helga’s brand.

“From the get-go, TBWA demonstrated a deep understanding of our brand’s vision. Their disruptive approach to creating impactful work and the way they collaborated with us during the pitch process demonstrated that they would be the right long-term partner for us.” comments Christine Fung, CMO, Goodman Fielder.

“What has been clear from the outset is the spiritof partnership that Goodman Fielder brought to the table – there was a genuine desire to disrupt, starting with the pitch process itself. We loved their ambition for the brand and can’t wait to get started,” said Nitsa Lotus, chief growth officer at TBWA.

The Goodman Fielder appointment follows TBWA’s new business wins in recent weeks, including Defence Force Recruiting and the consolidated Kraft Heinz portfolio.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Goodman Fielder, tbwa
Share
Aimee Edwards
By Aimee Edwards
Follow:
Aimee Edwards is a journalist at B&T, reporting across media, advertising, and the broader cultural forces shaping both. Her reporting covers the worlds of sport, politics, and entertainment, with a particular focus on how marketing intersects with cultural influence and social impact. Aimee is also a self-published author with a passion for storytelling around mental health, DE&I, sport, and the environment. Prior to joining B&T, she worked as a media researcher, leading projects on media trends and gender representation—most notably a deep dive into the visibility of female voices in sports media. 

Latest News

Agency Scorecard: Special
09/07/2025
Agency Scorecard: iProspect
09/07/2025
Meet Adland’s Best Number-Whisperers In The Best Of The Best Data Scientists!
09/07/2025
State Vs State, Campaign Vs Campaign: Brands Go Head-To-Head In The Origin Decider
09/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?