Initiative expands remit on Australian Unity media account
IPG’s Initiative has been reappointed as the media agency partner of Australian Unity and expanded its remit.
Initiative has worked with the member-owned health insurer for three years, having first won a competitive pitch for the account in early 2022. It will continue to manage media planning and buying across Australian Unity’s brand and private health insurance portfolio for another two years.
Effective immediately, the agency will now also take on media responsibilities for Australian Unity’s growing Home Health platform.
D’arne Buckley, head of brand and content at Australian Unity, said Initiative has proven itself as 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,” she said in a media release.
She welcomed the extended partnership: “We’re excited to continue the momentum and opportunities ahead to connect with audiences in more meaningful ways.”
The account is serviced from Initiative’s Melbourne office, led by Megan Davey.
She said she is proud to continue the work with “one of Australia’s most respected wellbeing companies”. She said Australian Unity’s core mission — of making a positive impact on the wellbeing of people and communities — aligned closely with Initaitive’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,” she said in the release.
“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.”
Despite the looming Omnicom and IPG merger approaching later this year, and consequent negotiations and reviews, Initiative has had a strong year so far. It has welcomed new clients including Aspen Pharmacare Australia and Netflix Australia to its roster, and has made several hires and promotions.
The promotions come under the leadership of Jo McAlister, who stepped into the CEO role in November last year following the departure of Melissa Fein. Tom Dodd was promoted to chief strategy officer, after two years as national head of strategy. Ali Coysh stepped into the national role he left vacant.
Clare Graham was appointed as Sydney strategy director, Tom Davies was promoted to Sydney head of strategy and product, and Tate Nalen came on board as strategy director for Melbourne.
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