Slingshot wins Goodman Fielder baking division media account

IkonIndependent media agency Slingshot has won the media account for Goodman Fielder’s baking division, Mumbrella can reveal.

The win sees Goodman Fielder move the media strategy, digital, implementation and buying for brands such as Helga’s, Wonder White, White Wings, Praise and MeadowLea from Ikon Communications.

Back in May, the company moved media for its spreads and oils division from Ikon to Havas Media.

“Goodman Fielder wanted to partner with an agency that could help us communicate in a more progressive way, with strategy at the core,” said Catherine Tan, marketing director of Goodman Fielder baking, in a statement. 

“Slingshot has fantastic credentials and a senior and experienced team with a similar value set. We are excited to be working with them.”

Earlier this year Slingshot also won the media account for SPC Ardmona from Ikon and used the win to help establish a Melbourne presence for the independent.

The agency is already working on a media strategy for “La Famiglia” garlic bread for the stone baked and olive oil variant.

“We’re extremely pleased to have signed Goodman Fielder, they’re an impressive business with an outstanding portfolio of well known and trusted consumer brands in some of Australia’s largest grocery categories,” said Simon Rutherford, CEO Slingshot.

“The challenges they face and the size of business are a good fit for Slingshot. We can make a real difference and we look forward to delivering dynamic media solutions for them in 2015 and beyond.”

According to Nielsen data, Goodman Fielder spent $4.8 million on advertising in the year to January 2014.

In the last 12 months Ikon has lost several accounts including Vodafone, Coca-Cola, RACV WA and Diageo, but recently defend its foundation client Commonwealth Bank in a competitive pitch.

Nic Christensen 


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