Head of Melbourne, Initiative, Megan Davey, said the agency was pleased to extend the relationship.
Initiative has secured a two-year contract extension with Australian Unity after winning the account in 2022.
The deal, effective immediately, expands the agency's remit to include media services for Australian Unity’s growing home health platform.
"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," said Initiative's head of Melbourne, Megan Davey.
“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 played a key role in reshaping the group’s messaging.
“Initiative has proven to be a committed and strategic partner," Buckley said.
"Their work on last year’s Masterbrand campaign has helped reshape how we communicate the real value of wellbeing to Australians.
"We’re excited to continue the momentum and opportunities ahead to connect with audiences in more meaningful ways."
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