Initiative wins media account for parent company of Fitness First and Barry’s
Initiative has won the media account of Fitness & Lifestyle Group, the health and wellness company. Work will commence immediately.
Initiative will lead the brand media strategy and brand media activity across the group’s portfolio: Fitness First, Goodlife Zap Fitness, Jett’s New Zealand and Barry’s.
In October, the agency confirmed to Mumbrella that it’s secured EnergyAustralia’s media account.
Melissa Fein, chief executive officer, Initiative Australia said: “Initiative is all about finding solutions to help its clients accelerate their growth ambitions. We are delighted to be working with FLG’s team to help realise their goals and accelerate growth across its brand portfolio.”
Sara Dunseath, GM marketing and PR at Fitness and Lifestyle Group said: “We recognise the critical role brand plays in accelerating sustainable growth and delivering on our purpose. We’re thrilled to partner with Initiative and look forward to bringing new life to our iconic brands through innovative media strategies and achieve our ambition to deliver best-in-class health and fitness experiences across physical and digital platforms.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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topics
Barry’s
Fitness & Lifestyle Group
Fitness First
Goodlife Zap Fitness
Jetts New Zealand
Melissa Fein
Sara Dunseath
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