Following a competitive pitch, media agency Initiative has announced that it has been appointed as Sanitarium Health Food Company’s media agency of record, working across the Sanitarium portfolio including iconic brands Weet-Bix, So Good, and UP&GO.
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.
Melissa Fein took the 6th spot on the Mediaweek Agency 50 list. Earlier in the year, Mediaweek asked her what the outlook for Initiative Australia in 2023 was.
“We certainly won’t be resting on our laurels, we went away as a leadership group and worked together on our 3 big bets for 2023 and completed a roadshow across the country so every single Initiative employee would be across our focus areas and then understand what their role is to play in our success.
“Bringing all our people on the journey is critical to our success. We are unifying critical business units together, investing in senior talent and focusing on our employee experience to ensure we are set up for an even bigger 2023.”
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Top Image: Melissa Fein