Media agency Initiative has won Sanitarium Health’s media agency of record, following a competitive pitch.
Working across Weet-Bix, So Good and UP&GO brands, Initiative’s remit includes overall responsibility for media strategy, planning and buying across all traditional media.
Melissa Fein, CEO of Initiative said her team were elated to start the year on such a high note and couldn’t wait to get their teeth into the business, and work with Sanitarium at such a pivotal time in the brand’s journey.
Fein said: “We are beyond excited to partner with Sanitarium, a company known for some of Australia’s most iconic brands, which each and every one of us have grown up with. We can’t wait to embed Sanitarium in our ambitious way of thinking, doing, and achieving and help take their brands to the next level.”
Jessica Manihera, head of marketing ANZ, Sanitarium said: “We are already wholly impressed with Initiative’s strategic thinking, collaboration, and approach to our brief.
"Their commitment to transformative thinking impressed us and we look forward to working with the team on how this translates through their media systems and processes to take our business forward.
“We felt in safe hands right from the chemistry session and their energy was evident from the get-go. We are looking forward to achieving great things together.”
Work commences April 1st, 2023.
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