After 12 years with Fisher & Paykel (F&P), which included the entire takeover by the company by the Chinese giant Haier, and the exit of its senior marketing and management team, agency OMD has lost F&P’s media strategy, planning and buying business.

Slingshot was named the winner this week following a comprehensive pitch process. The Sydney-based independent agency will work across Fisher & Paykel’s products: ovens, cooktops, fridges, freezers and dishwashers.

Fisher & Paykel marketing manager Kara May.
Fisher & Paykel marketing manager Kara May.

Fisher & Paykel marketing manager Kara May said, “We had been with our existing provider, OMD for the past 12 years and believed the time was right to consider a change in direction.Slingshot impressed us with their understanding of the consumer and their strategic vision for a category that is arguably very crowded and highly competitive. We look forward to working closely with Slingshot to continue to build the profile of our suite of brands in the Australian market through innovative and well considered approaches to media.”

Simon Rutherford, CEO of Slingshot added, “We are really excited to have won the Fisher & Paykel business in Australia covering their portfolio of brands including Haier. Winning a piece of business in a pitch situation is always special and Fisher & Paykel is one of those brands that everyone would love to work on and Haier is a new challenger brand.

Slingshot will begin work on the business immediately.