Initiative has extended its two-year contract Australian Unity.
The partnership between the media agency and wellbeing company, which began in 2022, will see Initiative continue to manage media planning and buying across Australian Unity’s brand and private health insurance portfolio.
The new contract also sees the agency expand its remit to include media services for Australian Unity’s growing home health platform.
Megan Davey, Head of Melbourne, Initiative said the agency was proud to be continuing its work with one of Australia’s most respected wellbeing companies whose core mission to make a positive impact on the wellbeing of people and communities, aligned closely with Initiative’s ethos.
“We’re delighted to continue our partnership with Australian Unity. Over the past three years we’ve worked in close alignment to drive real brand growth and realise its ambition to be Australia’s most trusted wellbeing company.
“With the expansion into Home Health, we’re excited to support the company’s next phase of growth in what remains a highly competitive category,” she added.
D’arne Buckley, Head of Brand & Content, Australian Unity also welcomed the extension and the deepening of its agency partnership with Initiative.
“Initiative has proven to be a committed and strategic partner. Their work on last year’s Masterbrand campaign has helped reshape how we communicate the real value of wellbeing to Australians.
“We’re excited to continue the momentum and opportunities ahead to connect with audiences in more meaningful ways.”
Australian Unity’s creative partner is The Royals and in 2024 they launched the company’s first brand campaign, ‘Real Wellbeing: Balance Your Being’, underscoring the crucial role of finding balance in our lives and reinforces its Real Wellbeing proposition.
Earlier this year, Australian Unity has appointed InMoment as its strategic partner to enhance its customer experience (CX) initiatives.