Marketing Featured ANZ

This is Flow wins media account of cruise operator Carnival Australia

Sydney, Australia – Media agency This is Flow has recently won the media account of Australia’s cruise operator, Carnival Australia. Through this, the agency will manage the main cruise operator’s four key brands, which are Princess Cruises, Seabourn Cruises, Cunard Line, and Holland America Line. 

The mandate will see This is Flow overseeing all media planning and buying of Carnival Australia and its four brands in Australia and New Zealand.

Nick Ferguson, senior director of sales, marketing, and service at Princess Cruises, said that the agency’s passion for achieving results through open and collaborative partnerships is perfectly aligned with their brands.

“There is also a clear cultural fit and a shared business mindset that is important to us. We’re very pleased to welcome This is Flow to our team,” added Ferguson. 

Meanwhile, Jimmy Hyett, This is Flow’s founder and CEO, shared that Australians have a deep connection to cruising, with the industry seeing multiple years of double digital growth prior to the pandemic, and now that the world is ready to get back on the water, it’s such an exciting time to be working with some of Australia’s best cruise brands and bring it back to the people.

“The work already delivered, has shown the value that passion and smarts add, to such experienced and established brands,” said Hyett.

Marketing Featured ANZ

This is Flow elevates digital lead Matt Papasavva as new MD

Sydney, Australia – Full-service media independent agency This is Flow has announced the promotion of former digital lead Matt Papasavva as the agency’s newest managing director. His core focus will now be centered on evolving the agency’s “Positive Impact” positioning, which is designed around harnessing talent, driving innovation, and an unforgettable client experience.

Prior to joining the agency, he was the digital media manager at Ticketek with responsibility for leading the digital marketing efforts for the majority of sporting clubs and codes across Australia. Before that, he was with Mindshare as digital business manager and associate director at FAST Programmatic. He has also worked at MediaCom in digital implementation, planning and investment.

Speaking about his promotion, Papasavva said, “Flow has been on an amazing growth trajectory, and as someone that’s been on that journey, this new responsibility is incredibly exciting as it allows me to play a lead role in both harnessing client relationships, and further developing the great talent pool that sits within Flow. Two critical factors in future- proofing the agency’s success.”

Meanwhile, Jimmy Hyett, CEO at This is Flow, commented, “In such a volatile market, holding onto the best talent is a true indicator of a strong culture that exists within the agency, and I’m constantly inspired by seeing our team grow, both in size and experience.”

He added, “[Papasavva] has quickly built a reputation as one of the most passionate and influential emerging leaders in our industry. Highlighted by an enormous respect and admiration from all of our clients and staff, he has spearheaded the growth era of Flow and will continue to have a positive impact on the agency.”

Marketing Featured ANZ

This Is Flow bags The Workwear Group’s Hard Yakka, KingGee media account  

Sydney, Australia – Media agency This Is Flow has recently bagged the media account of Hard Yakka and KingGee, brands that are part of workwear company, The Workwear Group. Through the account win, This Is Flow will manage the media planning and buying for King Gee and Hard Yakka, with activity already in market across multiple channels, including TV, radio, OOH and digital channels like Catch Up TV and Spotify.

Workwear Group specializes in workwear apparel, footwear and accessories. They represent some of Australia’s known industrial brands like Hard Yakka and KingGee, and provide uniforms for many companies in Australia, New Zealand and around the world. 

Alexandra Redlingshofer, head of marketing for WWG’s Hard Yakka & KingGee brands, said, “Both Hard Yakka and KingGee are iconic Australian heritage brands that have a true authentic connection with our audience, so finding an agency that could harness and evolve this was critical.”

She added, “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.”

Meanwhile, Jimmy Hyett, CEO at This Is Flow, commented, “We grew up with these brands, seeing how they 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 too.”

Marketing Featured ANZ

MDC Partners adds Aussie agency This is Flow as affiliate to tap into local market

Sydney, Australia – This is Flow, the Australia-based independent media agency is the newest partner of global media network MDC Partners in its global affiliate program. 

MDC Partners which owns agencies such as 72andSunny, Anomaly, and Media Kitchen, has launched in February a key strategic move for its global expansion – the global affiliate program. Through the program, MDC Partners aims to charge its global name by partnering with local agencies in key international hubs in order to provide brands the creative and media, and technology capabilities they need to keep up with the global economy, one that has become much more connected through today’s digital channels. 

This is Flow will specifically be MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and will be participating in global pitches. This is Flow, however, will still remain fully independent.

For the current year, This is Flow has acquired a number of accounts to work as the media agency of record. Both in April, the agency announced being appointed by Global beer brand Coors in Australia and junk removal company 1800-GOT-JUNK to handle their media planning and buying, where the latter was in fact a collaboration with MDC Partners, confirmed by This is Flow. 

Through the new partnership, MDC Partners will be able to unlock the This is Flow’s deep media expertise and capabilities in Australia and surrounding areas while the indie agency will be able to leverage access to MDC Partners’ media planning technologies and tools.

“Providing creative, connected, and effective capabilities that leverage both global scale and local understanding is a fundamental part of our expansion strategy. In collaboration with the team at Flow, we’re excited to build upon our existing footprint in Australia,” said Mark Penn, chairman, and CEO of MDC Partners

Founder and CEO of This is Flow Jimmy Hyett, added, “Flow has seen incredible growth over recent years, attributed to the smarts of our people who deliver data-led strategy that’s significantly reshaping business across Australia and New Zealand. Adding a global footprint through MDC Partners means our clients can now harness the combined value of local and global passion, knowledge, and experience.”

This is Flow joins MDC Partners’ earlier affiliates such as Brand New Galaxy which has a portfolio of next-gen capabilities in locations across Eastern Europe and MENA and also Beyond Media Global with a presence across East Asia and North America, among others. 

Marketing Featured ANZ

Coors Australia awards media account to This is Flow

Sydney, Australia – Global beer brand Coors in Australia has awarded its media account to Sydney’s independent media agency This is Flow, effective May this year.

The partnership will see This is Flow driving Coors’ media planning and buying. In addition, the media agency has also been tasked to launch ‘the world’s most refreshing’ media campaign, which will start in time for the NBA playoffs and final, and will run throughout the year with a focus on sporting occasions. This is Flow will also be delivering a channel strategy to drive growth, targeting Australia’s 3.86 million basketball fans.

“Coors, an easy-drinking lager, is the peak of refreshment. We are excited for Australians to pick up a Coors for their next sporting occasion, whether that be at the bar, at their house, or at the game. We are also excited to partner with This is Flow who have delivered an innovative plan to highlight the way that sport brings people together,” said Matt McKay, the senior brand manager of Coors.

Meanwhile, Jimmy Hyett, the CEO of This is Flow, commented, “There’s real energy behind a powerhouse global brand like Coors, the passion and drive from the business and the team that inspires our best work. The Coors brand aligns with the energy and skill set of our team, who have done a great job building a strategic response that taps into the audience behavior and the channels they thrive in.”

This is Flow has also recently announced another account win similarly from the beer industry – brands Miller Chill and Miller Genuine Draft – to work on its media planning and buying which will kick off in the second half of 2021.

Marketing Featured ANZ

This is Flow bags 1800-GOT-JUNK’s media account

Sydney, Australia – Independent media agency This is Flow in Sydney has added junk removal company 1800-GOT-JUNK to its growing portfolio of clients. 

1800-GOT-JUNK is one of the world’s largest full-service junk removal businesses, operating in major cities in Australia, and across Canada and the United States, removing rubbish from homes and businesses. The appointment will see This is Flow leading 1800-GOT-JUNK’s planning and buying of media for each franchise partner across Sydney, Melbourne, and Brisbane, as well as Gold Coast and Perth, who had previously bought media directly. 

According to Renée Janzen, the marketing director for 1800-GOT-JUNK, the company is focused on growing its business in the Australian market as they are seeing great momentum and with this, she says This is Flow comes at a perfect time. 

“They’re made up of a team of passionate media experts who understand the local landscape and have been incredible at integrating our strategy with their recommendations. We’re already seeing the benefits of this partnership six months in and are confident in their ability to support us in achieving our goals going forward,” said Janzen.

Meanwhile, Jimmy Hyett, the CEO of This Is Flow, said, “We’re thrilled to be working with such a successful and growing global business. We see the passion from the franchise partners on the ground, all the way through to the head office in Vancouver, and it’s incredible to see just how professional and exciting the junk removal business can be! With multiple stakeholders and time zones to manage, the team has done an incredible job to deliver responsive plans that align with the 1800-GOT-JUNK strategic priorities.”