TBWA\Sydney wins Helga’s creative pitch
Food manufacturer Goodman Fielder has named TBWA\Sydney as its integrated creative agency for the Helga’s brand, following a competitive pitch process.
The agency will lead the total brand experience for Helga’s, including all strategy and creative thinking.
This new business win follows a recent streak for the TBWA group, with TBWA\Melbourne picking up the Australian Defence Force Recruiting account, and Melbourne and Auckland winning the consolidated Kraft Heinz portfolio.
“From the get-go, TBWA demonstrated a deep understanding of our brand’s vision,” said Christine Fung, chief marketing officer at Goodman Fielder.
“Their disruptive approach to creating impactful work and the way they collaborated with us during the pitch process demonstrated that they would be the right long-term partner for us.”
Nitsa Lotus, TBWA’s chief growth officer, added: “What has been clear from the outset is the spirit of partnership that Goodman Fielder brought to the table – there was a genuine desire to disrupt, starting with the pitch process itself.
“We loved their ambition for the brand and can’t wait to get started.”
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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