Single agency recipe


AUCKLAND, Tuesday: Goodman Fielder has awarded its full portfolio of brands to a single creative agency, DDB New Zealand. The move follows a competitive pitch and will see DDB working across more than 10 leading brands including Vogel’s and Molenberg, Meadow Fresh, Puhoi Valley, Yoplait, Chelsea and Edmonds.

The company also opted to move its PR, experiential and social influencer business, with Mango picking up the account.

The incumbents were not identified, but are believed to have included Pitchblack Partners and The Enthusiasts.

“The incumbents have not yet been identified, but are believed to include Pitchblack Partners and The Enthusiasts.”

Goodman Fielder head of retail marketing Katherine Jensen said the opportunity to have a single creative and PR agency across all brands was an attractive proposition.

“We have a very big portfolio of brands and previously we’ve felt the need to work across multiple creative agencies.

Aside from being great agency partners, crucially for us both DDB and Mango demonstrated a very deep bench which gave us the confidence that they can help steer all our brands forward.”

DDB ceo Justin Mowday said: “Many of these brands have been incredibly well-crafted over decades – in Edmonds case, over a century.

“It’s a privilege to be working on such great brands.

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