Sydney independent agency, This is Flow, has been appointed to handle Pladis Global following a competitive pitch against Wavemaker. Billings for the account will be $3 million.

Pladis Global is one of the fastest growing snacking companies in the world and is home to iconic McVitie’s biscuits and Godiva Chocolatier. The largest portion of their portfolio, McVitie’s, has a strong UK heritage in their biscuit range with products such as Digestives, Jaffa Cakes and Hob Nobs and will be launching new products this year in both the biscuit and confectionary categories.

This is Flow will handle all media planning and buying, and work alongside Flow’s digital partner, True Sydney, to deliver a connected solution including social content creation and community management.

Ben Bolek, marketing manager ANZ for Pladis Global said: “We appointed This is Flow as our media partner because of their unique business model that allows Pladis to be far more flexible, nimble and cost effective when it comes to executing media.

We enjoyed working with them through the pitch process, and Jimmy and his team demonstrated a deep understanding of our business and consumer challenges.  We are looking forward to working with TIF in 2019 and beyond.”

Jimmy Hyett, managing director of This is Flow added: “We often consider ourselves a challenger brand when it comes to the media landscape, going up against the big agencies and finding more effective ways to operate.

“That is the same approach that we wanted to bring to Pladis. We are excited to drive their snacking portfolio in a competitive market with well established brands, and help grow McVitie’s as one of the most craved snacking brands in FMCG.

“Our digital partner, True Sydney, have also played an integral role in developing a comprehensive digital solution. Their expertise across the whole digital landscape will help shape the journey and form a truly connected approach.”