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.