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News 6 Dec 2021 - 1 min read

This Is Flow picks up Wesfarmers workwear brands

By Staff writer

Indy agency This is Flow has won The Workwear Group's Hard Yakka and KingGee media account, picking up the Wesfarmer-owned business after a pitch.

What you need to know:

  • This is Flow wins The Workwear Group's Hard Yakka and KingGee media account after a pitch.
  • Will manage all planning and buying.

Indy agency This is Flow has won The Workwear Group's Hard Yakka and KingGee media account, picking up the Wesfarmer-owned business after a pitch.

“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," said Head of Marketing Alexandra Redlingshofer.

This Is Flow CEO Jimmy Hyett said the brands "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”.

This win caps off a strong year for the agency, after winning global brand 1800-GOT-JUNK?, Coors and Miller Chill from Coca-Cola Europacific Partners, Riverina Dairy Co, Liquefy and Before You Speak Coffee.

Mid-year Flow also struck an affiliate deal with US-based agency holding group MDC Partners, opening the doors to work on global brands and international pitches alongside the likes of Anomaly and 72andSunny.

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