Following a competitive pitch, This is Flow has announced the win of The Workwear Group’s Hard Yakka and KingGee media account.
Part of Wesfarmers Limited, one of Australia’s largest listed companies, Workwear Group is a world-class leader in specialised workwear apparel, footwear and accessories. They represent some of Australia’s most loved and respected industrial brands like Hard Yakka and KingGee, and provide uniforms for many companies in Australia, NZ and around the world.
Alexandra Redlingshofer, head of marketing for WWG’s Hard Yakka & KingGee brands said: “Both Hard Yakka and KingGee are iconic Australian heritage brands that have a true authentic connection with our audience, so finding an agency that could harness and evolve this was critical. Flow’s approach delivered strong strategic thinking that was not only built on strengthening our relationship with our loyalist audience, but also engaging and igniting our newer Gen Z and Millennial audiences to ensure longevity in these brands.”
“We grew up with these brands, seeing how they represent Australia in so many ways – hard work, determination and really strong values. So, it’s a massive privilege to now be a part of that history, and play an active role in shaping their future too,” added Jimmy Hyett, CEO of This Is Flow.
Flow manage all media planning and buying for King Gee and Hard Yakka, with activity already in market across multiple channels – TV, radio, OOH and digital channels like Catch Up TV and Spotify.
This latest win caps off a strong year of growth for the independent agency, after winning global brand 1800-GOT-JUNK?, Coors and Miller Chill from Coca-Cola Europacific Partners, Riverina Dairy Co, Liquefy and Before You Speak Coffee.
