Mediabrands’ Initiative has won strategy and buying for Fitness & Lifestyle Group (FLG) and Energy Australia.

FLG operates brands including Fitness First, Goodlife Zap Fitness, Jett’s New Zealand and Barry’s.  For EnergyAustralia, Initiative will also handle direct digital buying, paid search, social, programmatic plus martech strategy and activation.

“We were impressed with Initiative’s passion and creativity, and the effort they had made to understand our business and our customers,” said, EnergyAustralia Chief Customer Officer, Mark Brownfield.

Sara Dunseath, General Manager – Marketing and PR at Fitness and Lifestyle Group said: “We recognise the critical role brand plays in accelerating sustainable growth … we look forward to bringing new life to our iconic brands through innovative media strategies.”