This Is Flow Wins a2 Milk Company’s Media

This is Flow has ramped up significantly in 2023, with the agency’s appointment by The a2 Milk Company (a2MC) to manage the media planning and buying of its Australian business, with billings of $10m-plus.

The a2 Milk Company is a publicly listed dairy nutritionals company fuelled by its purpose to pioneer the future of dairy for good. a2MC produces a portfolio of products with milk from specially selected cows that naturally produce milk containing only the A2 beta-casein protein type and no A1. These products include fresh milk, ultra-heat treatment (UHT) milk, infant milk formula (IMF), milk powders (including instant whole and skim milk powder) and other dairy nutritional products.

The a2 Milk Company was founded in 2000 in New Zealand by scientist Dr Corran (Corrie) McLachlan and his business partner, Howard Paterson, who recognised that not all milk is the same. Results of several published peer-reviewed human clinical trials have shown that A1 protein can cause digestion issues for some people.

The a2 Milk Company continues to pioneer this science and research today bringing milk that naturally contains only the A2 protein and no A1, to the world, with primary business activities across ANZ, China and other Asia and North America.

This Is Flow won the account by demonstrating its approach of Science, Art and Value with a core focus around improving a2MC’s data capabilities and creating impact through evolving the strategic thinking around media.

Chief marketing officer of The a2 Milk Company, Edith Bailey, said: “This appointment is exciting for The a2 Milk Company. During the process This Is Flow demonstrated that they have the right strategic approach, people, and tools to support us in evolving our media strategy and delivering against our objectives.”

Jimmy Hyett, Founder and CEO, This is Flow, added: “It’s a special moment for us to work with an iconic brand like a2 Milk. This is a company that innovated into a competitive and commodity industry, with a product that has literally inspired change. Consumers can experience the great nutritional benefits of dairy milk, without, for some, the downside of digestive symptoms due to the A1 protein. The a2 Milk Company’s focus on quality of their products and their team’s crazy passion for making a difference is palpable. We are thrilled to join them on their journey and continue their story.”

This win continues the momentum of the agency, who recently announced new clients Air Asia, Experience Co and Rockface, hired key staff and expanded the leadership team with people growth to now over 40 people.

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