Premium wellness brand WelleCo has brought on independent agency Superhuman to lead its media strategy in Australia.
The remit covers strategy, planning and investment, with a focus on scaling awareness and driving growth as the brand looks towards its next decade.
Founded by Elle Macpherson, WelleCo has carved out a strong position in the ingestible beauty and wellness category, building a loyal global following and distribution across key markets.
The business is now aiming to deepen its presence locally while continuing to grow its international reach.
Claudia Dwyer, chief marketing officer at WelleCo, said the appointment was about creating stronger links between media activity and commercial outcomes: “WelleCo is focused on developing a media strategy that aligns directly with our commercial objectives, rather than running campaigns in isolation.
“Superhuman’s senior-led talent model enables us to work strategically from the outset – shaping how media contributes to both brand ambition and business growth. Their balance of upstream strategy and hands-on execution makes them an ideal partner for our next phase,” she said.
Claudia Dwyer, chief marketing officer at WelleCo, and Superhuman founder Luke Maher
Superhuman’s growing client base
For Superhuman, the partnership adds to a run of recent wins.
The agency recently announced a partnership with Neighbourhood Watch and has flagged further appointments across health, education and e-commerce to be unveiled in the coming weeks.
Founder Luke Maher said the WelleCo partnership plays directly to the agency’s strengths: “We’re incredibly excited to partner with WelleCo. It’s a brand with a strong foundation and global momentum, and our role is to build on that with smart, creative and commercially effective media that fuels the next wave of growth. It’s exactly the type of media planning we thrive on.”