Initiative has been appointed as the agency of record for iNova Pharmaceuticals after a competitive review.
The subsidiary of Veleant, which owns brands including Difflam, Dr Lewinn’s and Invisible Zinc, was previously with Ikon.
Marketing manager Kristen Heilman said: ““We conducted a media agency review and selected Initiative Sydney for its innovative strategic thinking on our business and proven implementation for clients.
“Our market is highly competitive and we believe our new partnership with Initiative will benefit us substantially.”
Andrew Livingston, CEO of Initiative Australia, added: “Consumers are researching products using platforms such as YouTube and social media to find out more about health and beauty products.
“They also trust information from their friends and peers. We will be engaging media channels and technologies that meet people’s interests, drawing them to the high-quality iNova product range.”