iNova Pharmaceuticals Australia has appointed Initiative as its media agency of record, to oversee key brands which include Difflam and Dr Lewinn's.
Previously, the brand worked with Ikon Communications.
The appointment will come into play on 1 February.
Other brands in the company's portfolio include Invisible Zinc, Duro-Tuss and Dermaveen.
iNova Pharmaceuticals Australia marketing manager Kristen Heilman said: “We conducted a media agency review and selected Initiative Sydney for its innovative strategic thinking on our business and proven implementation for clients.
“Our market is highly competitive and we believe our new partnership with Initiative will benefit us substantially.”
Initiative Australia chief executive Andrew Livingston said: “Consumers are researching products using platforms such as YouTube and social media to find out more about health and beauty products. They also trust information from their friends and peers.
“We will be engaging media channels and technologies that meet people’s interests, drawing them to the high-quality iNova product range.”
iNova operates in 15 countries and is owned by Valeant Pharmaceuticals following an acquisition in December 2011. It develops and markets numerous over-the-counter and prescription products in areas including health and beauty, suncare and cough and cold medicine.
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