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Reading: Initiative Snares Goodman Fielder’s $12 Million Media Account
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B&T > Media > Initiative Snares Goodman Fielder’s $12 Million Media Account
Media

Initiative Snares Goodman Fielder’s $12 Million Media Account

Staff Writers
Published on: 13th January 2020 at 9:09 AM
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Goodman Fielder has announced IPG’s Initiative will handle its $12 million media portfolio for its Australian business following a competitive review.

Goodman Fielder brands includes iconic FMCG such as Helga’s, MeadowLea, Wonder White, Praise and White Wings.

“Initiative’s positioning around the cultural relevance of brands really resonated and impressed us in the review process,” said Christine Fung, head of marketing, retail, at Goodman Fielder.

“It aligns completely with our ambitions to better connect our brands and products with Australians, particularly as we head into our next phase of growth with significantly increased investment across our brand portfolio. Initiative demonstrated to us creative thinking that goes well beyond media, and we’re excited to start our journey with them knowing their excellent reputation with both clients and agency partners alike.”

Melissa Fein, CEO of Initiative said: “The team and I are excited about the future with Goodman Fielder. We are two businesses that share a single-minded vision to grow their brands, and we can’t wait to get started.”

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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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