Goodman Fielder Leads Market, Consolidating Its Brand and Retail Media Investment Business with Initiative
Heralding its intent to take a more holistic approach to media investment, Goodman Fielder has formally extended Initiative鈥檚 remit appointing the agency across its retail marketing business, traditionally the domain of the business鈥 sales division. Initiative has previously been media agency of record for Goodman Fielder鈥檚 ATL media including strategy, planning, buying, implementing and reporting.
Jo McAlister, Managing Director, Initiative Sydney said the fundamental shift in the way Goodman Fielder is approaching its brand and retail trade marketing is a gamechanger; and Initiative鈥檚 team is thrilled to have the ability to take a more universal approach to investment, allowing best practice of having ATL, at-shelf and at-home to seamlessly work together.
McAlister said: 鈥淐ombining brand and retail has been proven to provide Goodman Fielder with the strongest integrated media product possible. The work we collectively delivered for the widely recognised Wonder Recycling Rewards campaign shows the closer these two worlds are, the stronger the results.
鈥淚t astounds us that less than 5% of retail media investment is managed via media agencies, a statistic Australia is lagging behind mature markets, we feel it鈥檚 an untapped opportunity for brands to create an unfair advantage. The sharing of insights and opportunities, better orchestrated OESP activation and optimisation is critical to maximising effectiveness across the entire funnel.鈥 McAlister explained.
鈥淲e will harness the full capabilities of Cartology, Coles 360 and others, while leveraging our ATL media partners, to create a true consumer-first end-to-end solutions,鈥 McAlister concluded.
Christine Fung, CMO, Goodman Fielder said: 鈥淭aking a holistic approach to our media and retail investment strategy has proven to deliver results for us, and we are delighted Initiative is our partner on the next stage of our growth journey as we accelerate our approach. We can鈥檛 wait to see what amazing results we can achieve as a team.鈥
Work on the retail marketing side of Goodman Fielder鈥檚 media account commences immediately with first campaigns expected in market by mid-Q2.
Initiative has worked with Goodman Fielder since 2020.
