Following a review, media agency Initiative has been appointed media agency of record for health and wellness company Fitness & Lifestyle Group Bidco.
Initiative will lead the brand media strategy and brand media activity, tasked with delivering sustainable business growth across the customer base for the group’s globally recognised brands: Fitness First, Goodlife Zap Fitness, Jett’s New Zealand and Barry’s.
Melissa Fein, chief executive officer, Initiative Australia said: “Initiative is all about finding solutions to help its clients accelerate their growth ambitions. We are delighted to be working with FLG’s team to help realise their goals and accelerate growth across its brand portfolio.”
Sara Dunseath, general manager – marketing and PR at Fitness and Lifestyle Group said: “We recognise the critical role brand plays in accelerating sustainable growth and delivering on our purpose. We’re thrilled to partner with Initiative and look forward to bringing new life to our iconic brands through innovative media strategies and achieve our ambition to deliver best-in-class health and fitness experiences across physical and digital platforms.”
Work commences immediately.
