Melbourne, Australia – Local media agency Initiative has announced that it is adding member-owned wellbeing company Australian Unity to its growing client roster. In the new account win, Initiative will lead strategy and all media campaign activity, tasked with delivering sustainable business growth by expanding Australian Unity’s member and customer base.
The agency’s work commences March 1 with the first campaign expected to roll out by Q2 of 2022.
According to Sarah James, managing director at Initiative Melbourne, her team were delighted to work with Australian Unity, a brand with a long and proud history in Australia of supporting Australians’ wellbeing.
“We’ve had our eye on this brand for some time, they may have been around for more than 180 years but they’re a progressive and ambitious business who aren’t shy of backing brave brand thinking. This fits perfectly with Initiative’s brand spirit; we’re excited to be their agency partner and support their ambition of being the most trusted wellbeing company in Australia,” James stated.
Meanwhile, Kellie Johnston, chief marketing officer at Australian Unity, commented that they were very impressed with Initiative’s excellent understanding of their business; as well as the agency’s creativity, fluency in technology and strong effectiveness record.
“Initiative’s passion for achieving results through open and collaborative partnerships is perfectly aligned to our business. There is also a clear cultural fit and a shared business ethos that is important to us. I’m very pleased to welcome Initiative to our team,” Johnston said.
