Mumbrella can reveal that IPG Mediabrands, Initiative, has been named the go-to media agency for member-owned health and wellness insurance company, Australian Unity.
The account will be managed from Initiative’s office in Melbourne, winning the business through a referral process. Spark Foundry was the account holder agency.
Mediabrands agency wins entire Australian Unity media mandate
The initiative will drive strategy and all media campaigns, with the task of “delivering sustainable business growth by expanding Australian Unity’s member and customer base”.
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The agency begins work on Australian Unity today, March 1, with its first campaign slated for the second quarter.
Initiative Melbourne’s chief executive, Sarah James, said Australian Unity had a long and proud history of supporting the wellbeing of Australians and her team were delighted to work with the company.
Australian Unit CMO, Kellie Johnston
“We’ve been watching this brand for some time, it may have been around for over 180 years, but it’s a progressive and ambitious company that doesn’t shy away from supporting brave brand thinking. This fits perfectly with the brand spirit of Initiative; we are delighted to be their agency partner and to support their ambition to be Australia’s most trusted wellness company.
Kellie Johnston, Chief Marketing Officer of Australian Unity, said: “We have been very impressed with Initiative’s excellent understanding of our business and the agency’s creativity, tech savvy and strong efficiency.
“Initiative’s passion for achieving results through open and collaborative partnerships aligns perfectly with our business. There is also a clear cultural fit and common business ethic that is important to us. I am very happy to welcome Initiative to our team.
In 2021, Initiative won media accounts from Afterpay and IAG, as well as Mumbrella’s Media Agency of the Year at the Mumbrella Awards. IAG’s CGU launched its new campaign via Thinkerbell and Initiative last week, featuring a five-minute spot for 60 minutes.
VMLY&R is currently the brand’s leading creative agency.
Spark Foundry declined to comment.
