Goodman Fielder taps new agency partners

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Following a competitive pitch that dates back to July, Goodman Fielder is understood to have appointed its new agency partners, according to a report in StopPress.

“The Goodman Fielder portfolio is broken into three parts: dairy, baking and grocery,” the newssheet reports. “Previously, dairy and baking were held by Shine and grocery was held by Assignment Auckland.

“A source has revealed that the business has moved on from the incumbents, with Y&R picking up the dairy and grocery sections, and independent agency The Enthusiasts, launched earlier this year by former Assignment Group employees Martin Yeoman and Jamie Hitchcock, winning the baking portfolio.

“The teams at Y&R and The Enthusiasts were firm ‘no comments’, refusing to deny or confirm their respective account wins (Goodman Fielder head of marketing Rachel Ellerm could not be reached for comment).”

The site also reports changes on the media side, with the entire portfolio moving from Ikon to MBM.

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