Australian Unity retains Initiative, expands remit to home health

Australian Unity has retained Initiative as its media agency, extending the relationship for another two years and expanding the remit to include the wellbeing company’s growing home health division.

The agency will continue to manage media planning and buying across Australian Unity’s brand and private health insurance portfolio, while also taking on new responsibilities as the company accelerates growth in home-based health services. The partnership began in March 2022.

Megan Davey, head of Melbourne at Initiative, said the collaboration was grounded in shared values and a commitment to meaningful brand impact.

“We’re delighted to continue our partnership with Australian Unity. Over the past three years we’ve worked in close alignment to drive real brand growth and realise its ambition to be Australia’s most trusted wellbeing company,” she said. “With the expansion into home health, we’re excited to support the company’s next phase of growth in what remains a highly competitive category.”

Australian Unity’s head of brand and content, D’arne Buckley, said Initiative had helped reshape the brand’s communications approach.

“Initiative has proven to be a committed and strategic partner. Their work on last year’s Masterbrand campaign has helped reshape how we communicate the real value of wellbeing to Australians,” she said.

“We’re excited to continue the momentum and opportunities ahead to connect with audiences in more meaningful ways.”

The contract extension is effective immediately.