Goodman Fielder moves media account from Slingshot to Initiative

Goodman Fielder – with brands including Helga’s, Mighty Soft and Wonder White – has parted ways with its incumbent media agency, Slingshot, moving the account to IPG Mediabrands’ Initiative. Slingshot has held the baking division account since 2014. In 2016, Goodman Fielder then also consolidated its grocery account with the agency.

In a statement given to Mumbrella, Slingshot CEO Simon Rutherford said the decision had come down to price.

Goodman Fielder has moved its media account as the business undergoes changes

“Goodman Fielder conducted a long procurement process for an agency who would do it for less and they found one,” he said.

Mumbrella can reveal the new agency working with Goodman Fielder is Initiative. Initiative declined to comment for this story.

The Goodman Fielder account for its baking division includes Helga’s, Wonder White and Country Life Bakery among other brands. The grocery division includes Praise, White Wings and Pampas.

At the beginning of 2019, Goodman Fielder changed its baking network, in a bid to ‘optimise and compete effectively’. The changes saw over 150 employees made redundant and several sites closed. In March of last year, First Pacific, a part owner of the business, sold its 50% share for a $400m loss. 

Mumbrella understands that these changes directly impacted the relationship between Slingshot and Goodman Fielder.

Slingshot’s other media accounts include NSW Business Chambers, Australian Pork, 3M Australia and Daikin. Initiative is currently the agency of record for Deliveroo, KPMG, Carlsberg and Revlon among others.

Goodman Fielder has been approached for comment.


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