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Brands › Goodman Fielder

Goodman Fielder

As at 16 Oct 2026, AccountMoves records 2 current agencies for Goodman Fielder: Initiative (media, since 13 Jan 2020), Curious Nation (unspecified, since 17 Feb 2026). Agency changes reported since 2016: 0. Last reported move: 17 Feb 2026. Based on reported moves only, with sources.

Marketing lead: Christine Fang (Chief Marketing Officer, since 24 July 2024) · Total appointments: 3

Roster: Initiative (media), Curious Nation (unspecified) Small roster

Agency changes on record since 20160based on reported moves only
Tenure on recordNot enough history0 ended relationships on record, needs 2 · 2 current

Last review on record: 17 Feb 2026 · Marketing lead since: 24 July 2024 (source)

Agency timeline Which agency has held each account, by discipline

creative
VML Auckland VML AucklandSeen in credits only
creative, credited 28 Nov 2017 · 1 campaign
Latest: s Fresh Meadow Campaign Seeks ‘Queen of All Things Good via LBB
Richards Rose Richards RoseSeen in credits only
creative, credited 1 Oct 2019 · 1 campaign
Latest: thank you via Campaign Brief
The Works The WorksSeen in credits only
creative, credited 21 Dec 2020 to 21 Sept 2021 · 2 campaigns
Latest: What via Campaign Brief
DDB Group Aotearoa DDB Group AotearoaSeen in credits only
creative, credited 18 Apr 2024 to 30 Oct 2025 · 2 campaigns
Latest: a little bit naughty via Campaign Brief
Connecting Plots Connecting PlotsSeen in credits only
creative, credited 24 July 2024 to 20 Feb 2025 · 7 campaigns
Latest: to die for via Campaign Brief
McCann New Zealand McCann New ZealandSeen in credits only
creative, credited 19 May 2026 · 1 campaign
Latest: Craving Real? via Campaign Brief
McCann New ZealandSeen in credits · 5 mth
media
MBM MBMSeen in credits only
media, credited 28 Nov 2017 · 1 campaign
Latest: s Fresh Meadow Campaign Seeks ‘Queen of All Things Good via LBB
Slingshot SlingshotSeen in credits only
media, credited 1 Oct 2019 · 1 campaign
Latest: thank you via Campaign Brief
Initiative InitiativeConfirmed appointment
media, 13 Jan 2020 to now · 6 yr 9 mth
Sources: Campaign Brief
Together NZ Together NZSeen in credits only
media, credited 19 May 2026 · 1 campaign
Latest: Craving Real? via Campaign Brief
InitiativeConfirmed · 6 yr 9 mth
social
Daresay DaresaySeen in credits only
social, credited 21 Sept 2021 · 1 campaign
Latest: campaign via Campaign Brief
Vacant on record
PR
Magnum & Co Magnum & CoSeen in credits only
PR, credited 21 Sept 2021 · 1 campaign
Latest: campaign via Campaign Brief
Vacant on record
design
Barker Brand Partnerships Barker Brand PartnershipsSeen in credits only
design, credited 1 Oct 2019 · 1 campaign
Latest: thank you via Campaign Brief
Vacant on record
unspecified
Curious Nation Curious NationReported appointment
unspecified, 17 Feb 2026 to now · 8 mth
Sources: Campaign Brief
Curious NationReported · 8 mth
2020202120222023202420252026

Solid bars are appointments on record (confirmed or reported). Hatched bars are agencies seen in campaign credits only. Hover or tap a bar for dates and sources.

Agency roster by discipline Tenure in years

DisciplineAgencyFromToTenureRetained
mediaInitiativeCurrent13 Jan 2020Now6.81
unspecifiedCurious NationCurrent17 Feb 2026Now0.70

Agency changes on record Since 2016 · based on reported moves only

No agency changes with a named incumbent have been reported for Goodman Fielder since 2016. That means none were reported, not necessarily that none happened.

Includes changes the client chose and changes forced by the agency side (resignations, closures). See each source.

Seen in credits Agencies credited on Goodman Fielder campaigns. Evidence of work, not a confirmed appointment or a win

Agency or companyCredited forFirst seenLast seenCampaignsLatest source
McCann New Zealand Seen in creditscreative19 May 202619 May 20261Craving Real? via Campaign Brief
Together NZ Seen in creditsmedia19 May 202619 May 20261Craving Real? via Campaign Brief
DDB Group Aotearoa Seen in creditscreative18 Apr 202430 Oct 20252a little bit naughty via Campaign Brief
The Sweetshop Seen in creditsproduction30 Oct 202530 Oct 20251campaign via Campaign Brief
Connecting Plots Seen in creditscreative24 July 202420 Feb 20257to die for via Campaign Brief
Initiative Seen in creditsmedia21 Sept 202128 Oct 20244campaign via Campaign Brief
Louis & Co Seen in creditsproduction24 July 202424 July 20242to die for via Campaign Brief
Fish & Clips Seen in creditsproduction18 Apr 202418 Apr 20241a little bit naughty via Campaign Brief
The Works Seen in creditscreative21 Dec 202021 Sept 20212What via Campaign Brief
Magnum & Co Seen in creditsPR21 Sept 202121 Sept 20211campaign via Campaign Brief
Daresay Seen in creditssocial21 Sept 202121 Sept 20211campaign via Campaign Brief
Daresay Seen in creditsproduction21 Dec 202021 Dec 20201What via Campaign Brief
Richards Rose Seen in creditscreative1 Oct 20191 Oct 20191thank you via Campaign Brief
McFly Seen in creditsproduction1 Oct 20191 Oct 20191thank you via Campaign Brief
Rumble Seen in creditsaudio1 Oct 20191 Oct 20191thank you via Campaign Brief
Slingshot Seen in creditsmedia1 Oct 20191 Oct 20191thank you via Campaign Brief
Barker Brand Partnerships Seen in creditsdesign1 Oct 20191 Oct 20191thank you via Campaign Brief
VML Auckland Seen in creditscreative28 Nov 201728 Nov 20171s Fresh Meadow Campaign Seeks ‘Queen of All Things Good via LBB
MBM Seen in creditsmedia28 Nov 201728 Nov 20171s Fresh Meadow Campaign Seeks ‘Queen of All Things Good via LBB
Eight Seen in creditsproduction28 Nov 201728 Nov 20171s Fresh Meadow Campaign Seeks ‘Queen of All Things Good via LBB

Also credited People named once in Goodman Fielder campaign credits

Max Barden (Director, The Sweetshop, Campaign Brief) · Ben Dailey (Managing Director/EP, The Sweetshop, Campaign Brief) · Jimena Murray (Executive Producer, The Sweetshop, Campaign Brief) · Gin Loane (DOP, The Sweetshop, Campaign Brief) · Guy Treadgold (Production Designer, The Sweetshop, Campaign Brief) · Tim Mauger (Editor, The Sweetshop, Campaign Brief) · Matic Prusnik (Colourist, The Sweetshop, Campaign Brief) · Peter Van Der Fluit (Composer, Liquid Studios, Campaign Brief) · Troy Goodall (Stills Photography, Liquid Studios, Campaign Brief) · Tim Smith (Marketing Manager, Goodman Fielder, Campaign Brief) · Stephanie Limcauco (Senior Brand Manager, Goodman Fielder, Campaign Brief) · Amay Jain (Digital Brand Manager, Goodman Fielder, Campaign Brief) · Nicole Moore (Activations Manager, Goodman Fielder, Campaign Brief) · David Janson (Chief Creative Officer, Connecting Plots, Campaign Brief) · Emma McJury (Client Service Director, Campaign Brief) · Roshani Mehta (Account Director, Campaign Brief) · Sarah Miller (Creative Operations Director, Campaign Brief) · Blair Palmer (Design Director, Campaign Brief) · Gerry Buzzo (Integrated Designer, Campaign Brief) · Jonti Groth (Senior Art Director, Campaign Brief) · Laura Hamblin (Senior Account Manager, Campaign Brief) · Katie Harper (Senior Integrated Producer, Campaign Brief) · Jonny Higgins (Composer, Fish & Clips, Campaign Brief) · Dave Gibson (Colourist, Fish & Clips, Campaign Brief) · Rose Milan (Head of Portfolio, Goodman Fielder, Mediaweek) · Claire Egan (Portfolio Manager, Goodman Fielder, Mediaweek) · Charlotte Booth (Brand Activation Manager, Goodman Fielder, Mediaweek) · Samuel Hoinville (Digital Brand Manager, Goodman Fielder, Mediaweek) · Dave Jansen (Chief Creative Officer, Connecting Plots, Mediaweek) · Alana Spinelli (Account Director, Mediaweek) · Jessica Brackstone (Strategist, Mediaweek) · Rachel Smith Heffernan (Senior Integrated Producer, Mediaweek) · Matt Baker (Photographer, Louis & Co, Mediaweek) · Luke Della Santa (Producer, Louis & Co, Mediaweek) · Louis Molines (Executive Producer, Louis & Co, Mediaweek) · Ryan Guthrie (Marketing Manager - Premium, Goodman Fielder, Mediaweek) · Matt McInnes (Marketing Consultant, Goodman Fielder, Campaign Brief) · Simon Edwards (Creative Director, Richards Rose, Campaign Brief) · Sean Cleary (Senior Art Director, Richards Rose, Campaign Brief) · Tanya Hairman (Head of Broadcast and Content, Richards Rose, Campaign Brief) · Jody Elston (Head of Strategy, Richards Rose, Campaign Brief) · Jonathan Nyquist (Director, McFly, Campaign Brief) · Nathan Bilton (Creative directors, Campaign Brief) · Guy Patrick (Creative directors, Campaign Brief) · Millie-Mae Twort (Creative project manager, Campaign Brief) · Tom Harrison (Producer, Campaign Brief) · Mark McKissock (Social director, Campaign Brief) · Sam Hazeldine (Social media manager, Campaign Brief) · Shelby Lane-Brown (Designer, Campaign Brief) · Paul Fitzgerald (Designer, Campaign Brief) · Christine Fang (Chief Marketing Officer, Goodman Fielder, Campaign Brief) · Phil Barnes (Senior Copywriter, Campaign Brief) · Toby Morris (Director, Infinity Squared, Campaign Brief) · Erin McBean (Executive Producer, Infinity Squared, Campaign Brief) · Nick Mutton (Producer, Infinity Squared, Campaign Brief) · Stevie Ray (Casting Director, Infinity Squared, Campaign Brief) · McGregor Casting (Casting Director, Infinity Squared, Campaign Brief) · Elle Galipienzo (Director, Client Advice and Management, Initiative, Campaign Brief) · Julian Monty (Partnerships Director, Initiative, Campaign Brief) · Leah Franco (Strategy Manager, Initiative, Campaign Brief) · Sophie Hobson (Investment Manager, Initiative, Campaign Brief)

Full history Every pitch, review, win and retention

AnnouncedDecidedTypeDisciplineIncumbentWinnerAlso pitchedEst. $mStatusSource
17 Feb 202617 Feb 2026appointmentCurious Nationreportedvia Campaign Brief
13 Jan 202513 Jan 2025retentionmediaInitiativeInitiativeconfirmedvia Campaign Brief
13 Jan 202013 Jan 2020appointmentmediaInitiativeconfirmedvia Campaign Brief

Marketing leaders

PersonTitleFromTo
Christine FungCMO & Grocery Business Unit Director1 Oct 20199 Sept 2025
Matt McInnesMarketing Consultant1 Oct 20191 Oct 2019
Charlotte BoothBrand Activation Manager24 July 2024Now
Samuel HoinvilleDigital Brand Manager24 July 2024Now
Christine FangChief Marketing Officer24 July 2024Now
Amay JainDigital Brand Manager12 Sept 2024Now
Ryan GuthrieMarketing Manager - Premium16 Sept 2024Now
Tim SmithMarketing Manager28 Oct 20245 Aug 2026
Stephanie LimcaucoSenior Brand Manager28 Oct 2024Now

Stated reasons and comments Paraphrased, with source links

WHY THEY WON Fung said Initiative stood out for a collaborative way of working, sharp strategic thinking and a close cultural match. Christine Fung · the move · via Mediaweek, 14 Jan 2025 · paraphrased
WHY THEY WON Fung said Initiative stood out for sharp strategic thinking, the strength of its creative ideas and a close cultural match. Christine Fung · the move · via Campaign Brief, 13 Jan 2020 · paraphrased
AGENCY SAYS Fein said Initiative was excited to take on Goodman Fielder. Melissa Fein · the move · via Campaign Brief, 13 Jan 2020 · paraphrased