Initiative retains Goodman Fielder media account; strengthening ATL and BTL partnership into 2025

Leading media agency Initiative Australia announces the continuation of its longstanding partnership with Goodman Fielder, confirming it has retained the company’s ATL media, including strategy, planning, buying, implementing and reporting, plus BTL media including retail marketing planning.

Initiative was first appointed as Goodman Fielder’s ATL partner in 2020 and awarded its BTL retail marketing planning in early 2023.

Jo McAlister (pictured), CEO, Initiative Sydney said in today’s challenging market the strength of client-agency partnership and the trust a client must have in its agency’s strategy and capabilities comes to the fore.

Says McAlister: “We are delighted Goodman Fielder has placed its business for a further 12 months firmly back in our hands, enabling Initiative to fulfil the brand’s ambition to take a more holistic approach to its media strategy and investment.

“Since taking a more universal approach to Goodman Fielder’s investment, we have been able to ensure ATL, at-shelf and at-home work seamlessly together to deliver stronger results for the brand and create a true consumer-first end-to-end solution. The results speak for themselves.”

Says Christine Fung, CMO, Goodman Fielder: “Initiative is a forward-thinking agency with excellent account management that really create community with their clients. We are delighted to maintain our long-term collaborative partnership, with shared drive for learning as we continue our growth journey.”

In 2024 Initiative has taken home the metal for several innovative Goodman Fielder campaigns including: MFA Awards 2024: Best Use of Screens Initiative and Kinesso, Wonder: Turning BVOD from Brand Builder into Brand Seller, Goodman Fielder. As well as launching the media for Praise’s new brand platform of “Give It Some Mayo”.

The new contract has already commenced.