Initiative is appointed as media agency of record for Fitness & Lifestyle Group

Initiative - Fitness & Lifestyle Group

The agency will lead the brand media strategy and brand media activity

Initiative has been appointed as the media agency of record for the health and wellness company, Fitness & Lifestyle Group Bidco Pty Ltd.

The agency will lead the brand media strategy and brand media activity and is tasked with delivering sustainable business growth across the customer base for the group’s globally recognised brands: Fitness First, Goodlife Zap Fitness, Jett’s New Zealand and Barry’s.

Melissa Fein, Initiative Australia’s chief executive officer, 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, general manager – 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.”

This win comes after Initiative recently announced it was appointed as the media agency of energy retailer and generator EnergyAustralia, following a competitive pitch.

Initiative will support EnergyAustralia’s national media requirements, along with strategy and buying across traditional, including direct digital buying, paid search, social, programmatic plus martech strategy and activation services.

Sam GeerInitiative’s national managing director, said EnergyAustralia is the sort of client partner his team love working with: “a smart and ambitious market leader open to bold ideas that work at the juncture of media and creativity.”

Geer said: “We felt a strong allegiance with EnergyAustralia’s team. As brands we have similar lofty ambitions, and share a hunger to succeed. We are both focused on breaking convention and creating new paths for growth.

“We look forward to working with EnergyAustralia as it leads and accelerates the clean energy transformation for all,” he added.

Geer continued: “Initiative is well-known for working with ambitious brands who create brave work in culture. We’re excited to forge a strong partnership that helps the brand fulfil its mission to extend its customer-base in Australia’s highly competitive energy market.”

See also: Initiative appointed as media agency of EnergyAustralia

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