The Works, part of the RXP Group, has won the creative pitch for the Goodman Fielder business, to become its creative partner across all of its brands. The agency will manage some of Australia’s most well-known brands such as Helga’s, MeadowLea, Praise, White Wings and Wonder. Incumbent agency, Richards Rose, didn’t take part in the six-week pitch.

The Works will begin work immediately across all brands and the work done in the pitch will go straight into pre-production.

Christine Fung, head of marketing at Goodman Field, stated “The Works demonstrated their strengths in turning insights into strategy, driving that through to creative execution and delivering work that moves our brands forward. Most importantly, we love the amazing agency culture the agency has built and we know what a great fit it is with Goodman Fielder.

“I want to thank all the agencies who participated in the pitch and who embraced the challenge of pitching while working from home and via video conference. All agencies showed that this is not a barrier to great collaboration, chemistry and work. I would also like to thank our incumbent agency, Richards Rose, for its partnership over the last five years and wish them all the best for future successes.”

Damian Pincus, founder and creative partner at The Works, added, “We are super excited to be working across such an iconic portfolio of brands and loved the fact that the pitch was so well managed. The importance of choosing an agency not just for the thinking and creative, but as Christine said, the chemistry and cultural alignment of our two businesses.

“The opportunity to work alongside a passionate and talented marketing team and agency partners across packaging, media and shopper that are all so aligned is going to produce some break-through work and results for the business.”

Goodman Fielder recently appointed Initiative as its media partner following a separate pitch.