Sparro by Brainlabs has been appointed as the full-service media partner for Metagenics ANZ and its consumer brands, Inner Health and Ethical Nutrients. Metagenics is a prominent provider of practitioner-formulated supplements in Australia and New Zealand, recognised for its practitioner-recommended and research-backed formulations. Inner Health specialises in probiotics and gut health, while Ethical Nutrients offers condition-specific supplements designed for high absorption and efficacy.

The partnership signifies a shift in Metagenics' marketing strategy towards omnichannel growth within the vitamins, minerals, and supplements category. This appointment follows a competitive pitch process and aligns with Metagenics' ambition to enhance visibility and performance across retail, practitioner, and direct-to-consumer channels.

Sparro's scope of work encompasses demand capture, brand-building, and channel planning, with a particular focus on digital media, digital out-of-home (dOOH), and emerging formats. Investment in data science, analytics, and consumer research is central to the strategy.

Ingrid Wietrzyk, Head of Marketing ANZ at Metagenics, commented on the partnership, stating, "Health isn’t a trend. For our customers and consumers, it’s central to their lifestyle and a long-term commitment — and we were looking for a media partner that understood that mindset." She further added, "Sparro brings a rare mix of rigour, agility, data insights and creative thinking across channels. They’re helping us translate decades of scientific credibility into messaging and media spend that cuts through noise in a competitive market."

Sparro by Brainlabs manages over $250 million in media spend annually and has a growing health and wellness portfolio, including clients like Caruso’s Natural Health, HealthEngine, and Heritage Brands. Established in 2013 by Morris and Cameron Bryant, Sparro is Australia's largest independent digital marketing agency. In January 2024, Sparro and Jack Nimble were acquired by Brainlabs, a multi-national independent media agency based in the UK.

Cameron Bryant, Co-Founder of Sparro by Brainlabs said "We're helping Metagenics reimagine what performance media looks like in the wellness space — not just conversion, but connection." He continued, "Their team love what we love: thinking digital-first, making every second count, and real long-term ambition. It’s the kind of client relationship we look for, so we’re excited to work with them."

Bryant also highlighted the agency's capabilities, stating, "This kind of brief is exactly what we’ve built our agency to deliver for over 11 years — a full-funnel approach where messaging, media, and data work together." He concluded, "It’s a real privilege to help connect these brands with Australians at every stage of their health journey."