Independent media agency This is Flow has retained the media planning and buying account for Melbourne-based Workwear Group following a competitive agency review, the companies confirmed on 7 July 2026.
The retention extends This is Flow’s existing relationship with three of Australia’s best-known workwear and uniform brands – KingGee, Hard Yakka and NNT.
About Workwear Group
Workwear Group supplies specialised workwear apparel, footwear and accessories to businesses across Australia, New Zealand and international markets.
Its portfolio includes KingGee and Hard Yakka, two brands with a long-standing place in the country’s industrial and workwear heritage.
Client reaction
Head of Marketing Jayne Willmott said Workwear Group was pleased to continue the partnership.
“We’re delighted to renew our partnership with This is Flow across Hard Yakka, KingGee and NNT,” Willmott said.
“They have a deep understanding of our brands and consistently bring sharp strategic thinking to how we navigate and leverage the media landscape. Their team combines strong expertise with genuine passion, and they show up with that energy in every engagement.”
Agency reaction
This is Flow CEO Jimmy Hyett said the agency’s history with the brands ran deep.
“We grew up with these brands, seeing how they represent Australia in so many ways – hard work, determination and strong values,” Hyett said.
“We’ve had so much fun working on these brands, and it’s a privilege to continue being a part of their history and work alongside the amazing team at Workwear Group.”
Recent agency wins
The Workwear Group retention follows a run of recent business for This is Flow, including the $16 million Cranky Health pitch win and the integration of Awaken’s media team and client roster – including Proximo, Amazon Ring, Fuji Film, Panasonic and Opal Health Care – into the agency.