Sanitarium appoints Mitchell & Partners and parts with Initiative
Sanitarium, owner of brands including Weet-Bix and Up & Go, has awarded Mitchell & Partners its media planning and buying account, taking it out of Initiative, Mumbrella can reveal.
Last year, the FMCG company moved its media planning out of Bellamy Hayden and into Initiative which already handled media buying across its brands.
This was a back flip from Sanitarium’s decision in 2007 to take planning out of Initiative and hand it to Bellamy Hayden without a pitch.
It is expected that Initiative will retain research work for Sanitarium.
BWM is the incumbent on the creative account. It was unaffected by the review.
Initiative CEO Roger Camplisson, said: “The decision for Initiative and Sanitarium to part company is a bump on the road in our otherwise strong progress.
“We are proud of the work and success we have helped create for Sanitarium in the past 10 years and we wish the company the best for the future.”
Camplisson added that Initiative staff currently working on Sanitarium will be redeployed to other assignments at the agency.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Some bump. That’s what the captain of the Titanic said wasn’t it?
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