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.”