Initiative Melbourne Wins Quest Apartment’s & Wellness Brand BWX’s Media

Media agency Initiative has followed recent appointments by IAG and Afterpay with new national media assignments from natural beauty and wellness marketer BWX, as well as Quest Apartment Hotels. Both assignments will be handled by Initiative Melbourne.

Australian-owned BWX markets the Sukin and Andalou ranges of natural beauty products that includes facial skincare, haircare, body care and personal wash. Initiative has been operating as the media agency for BWX in the UK market since 2020 and the move locally aligns the assignment with Initiative.

BWX marketing director Lauren Oetomo said, “In 2020, we appointed the Initiative UK Team, who effectively partnered with us during a very challenging COVID year to help Sukin to grow in one of the most competitive skincare markets in the world. When it came to resetting our agency structure for ANZ in 2021, Initiative Melbourne brought to the table some fresh strategic thinking, a deep understanding of our brand challenge and innovative tools which we are confident will help Sukin & Andalou continue to realise their full potential, connecting more effectively and efficiently than ever with our core consumer audiences.”

Initiative was appointed by Quest Apartment Hotels after a competitive pitch. The business has more than 170 properties in Australia, New Zealand and Fiji. Their sites are located in central business districts, suburban and regional areas with close proximity to head offices, business centres and key tourist destinations.

Quest Apartment Hotels’ chief marketing and digital officer Jeff Baars said, “We were extremely impressed with Initiative’s capabilities in planning and media buying for both campaign and business-as-usual activities, thorough comprehension of our target audience and their media behaviour and innovative approach to media buying.”

He added, “We were particularly enthused by the quality of the media recommendations for the briefed campaign, with the response clearly showing breakdown of media spend, activity timing, journey mapping and the role of each channel as it relates to the brief.”

Sarah James (main photo), managing director of Initiative Melbourne, commented, “Both Quest and BWX are first class marketers striving for excellence in their sectors. We are looking forward to helping them achieve their business goals in two very competitive sectors.”

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