Initiative wins Sanitarium media pitch

February 2, 2023 | Share this article

Media agency Initiative has won Sanitarium Health’s media agency of record, following a competitive pitch.

Working across Weet-Bix, So Good and UP&GO brands, Initiative’s remit includes overall responsibility for media strategy, planning and buying across all traditional media.

Melissa Fein, CEO of Initiative said her team were elated to start the year on such a high note and couldn’t wait to get their teeth into the business, and work with Sanitarium at such a pivotal time in the brand’s journey.

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