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Lifestyles appoints Melbourne indie Yoke as creative, digital and communications agency of record

Melbourne-based independent agency Yoke has been appointed creative, digital and communications agency of record for sexual health brand Lifestyles, following a competitive pitch.

The agency will focus on communicating to sexually active Australians the importance of sexual health and wellbeing and safe-sex practices.

Yoke will be focusing on Lifestyles’ work in sex education

Yoke has been briefed with devising a brand strategy for Lifestyles and executing campaigns focusing on sex education and the brand’s digital experience. The remit will cover brand strategy, creative, digital marketing, design and development.

Aldo Oosterman, senior brand manager ANZ for Lifestyles Healthcare, said: “We’re thrilled to appoint Yoke as our creative and marketing partner. As the world’s longest-operating condom brand, Lifestyles has been a champion of safe sex for over 110 years. Every day, we stand for human connection – in all its forms and shared with whomever.

“We’ve recently done the strategic work needed to ensure that Lifestyles is fit for the future, and Yoke already have contributed to our overall strategic and creative direction. We look forward to working with the team on a number of key activities across our digital platforms, go-to-market executions, as well as within the educational space.

“What began as an effort to strengthen our marketing activity and consolidate our agency roster quickly developed into an insightful process that will truly bring the Lifestyles brand to life.”

Ryan Nadzielski, Yoke creative director, said: “Lifestyles is a brand that we really admire. Beyond the broad product range their work in sexual education, sex-positive inclusiveness, and engaging in an important research partnership with La Trobe University, are the types of initiatives that make you proud to come to work each day.”

Yoke general manager, David Evans, added: “We can’t wait to help refocus and grow the Lifestyles brand and their important work in sex education. It’s not often you get the chance to bring together retail, FMCG, education, and health for work that’s so honest and human.”

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