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.