This Is Flow wins media for The Workwear Group’s Hard Yakka and KingGee

Jimmy Hyett’s independent media agency This Is Flow has won The Workwear Group’s Hard Yakka and KingGee media account following a competitive pitch.

Flow will manage all media planning and buying for KingGee and Hard Yakka, with activity already in market across multiple channels, such as TV, radio, out-of-home (OOH) and digital.

The Workwear Group’s Hard Yakka and KingGee head of marketing, Alexandra Redlingshofer, 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.”

This Is Flow CEO Hyett added: “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.”

The win follows other recent wins by Flow this year, including Riverina Dairy, Liquefy Health and Coors Australia.

The Workwear Group is part of Wesfarmers Limited.


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