AWF whistles up new image

AWF whistles up new image

Allied Work Force Group is celebrating its best financial year ever with a new name and a new look.

The NZX-listed employer has renamed itself AWF Group and given fresh new branding to two of its operating units - AWF Labour and AWF Manufacturing and Logistics.

Mike Huddleston, AWF Group’s CEO, says people will still recall the renowned jingle “whistle when you need us, Allied Work Force, call 0800 labour….”.

“But we are adopting the strap line “Right People. Job Done”, because that’s our focus – always ensuring we provide the right qualities and skills for the job at hand,” he says. “The rebranding is about recognising that specialised jobs need specialised talents and skills.”

AWF Group last month issued an earnings upgrade, forecasting its group revenue for the year to the end of March 2011 would exceed the previous year’s result of $70.3 million by more than 30%.

Managing Director Simon Hull said then that earnings before interest, tax, depreciation and amortisation (EBITDA) was likely to be in the vicinity of $6 million ($3.4m in FY2010).

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