Initiative wins pitch for Australian Unity media account

Mumbrella can reveal that IPG Mediabrands agency, Initiative has been appointed media agency of record for member-owned health insurance and wellbeing company, Australian Unity.

The account will be run out of Initiative’s Melbourne office, winning the business through a pitch process. Spark Foundry was the incumbent agency on the account.

The Mediabrands agency has won Australian Unity’s full media remit

Initiative will lead on strategy and all media campaigns, with the task of “delivering sustainable business growth by expanding Australian Unity’s member and customer base”.

The agency commences work on Australian Unity today, 1 March, with its first campaign expected in the second quarter.

Managing director of Initiative Melbourne, Sarah James said that Australian Unity has a long and proud history of supporting Australians’ wellbeing, and that her team is delighted to be working with the company.

Australian Unity CMO, Kellie Johnston

“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.”

Chief marketing officer of Australian Unity, Kellie Johnston said: “We were very impressed with Initiative’s excellent understanding of our business and 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.”

In 2021, Initiative won Afterpay and IAG‘s media accounts, as well as taking home Mumbrella’s Media Agency of the Year title at the Mumbrella Awards. IAG’s CGU launched its new campaign via Thinkerbell and Initative last week, with a five-minute spot during 60 minutes.

Spark Foundry Melbourne MD, Peter Butler, confirmed to Mumbrella that the agency “did not participate in the pitch”.

VMLY&R is currently the brand’s creative agency of record.


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