Initiative expands healthcare portfolio with Aspen Pharmacare win

Initiative has been appointed media agency of record for Aspen Pharmacare Australia to manage its portfolio of consumer healthcare brands, including Maltofer, Coloxyl, Ural and Dymadon.

The agency will be responsible for media strategy, planning and buying as Aspen Pharmacare, one of Australia's largest consumer healthcare companies, looks to expand its position in a highly competitive and regulated industry.

Jo McAlister, CEO of Initiative, said Aspen’s entrepreneurial spirit was well aligned with Initiative’s approach.

"Aspen Pharmacare operates with a core mantra to provide all Australians with access to a great range of high-quality healthcare products," McAlister said. "We are motivated to utilise our industry-leading tools to create new thinking and develop effective campaigns that are a cut above their competitors and will help the company achieve its growth goals."

Alison Holland, head of consumer OTC at Aspen Pharmacare, said Initiative’s appointment would help strengthen Aspen’s engagement with consumers and its impact in the healthcare space.

"We are thrilled to partner with Initiative to enhance our consumer engagement and drive impactful connections in the healthcare space. This collaboration aligns with our commitment to delivering innovative, patient-centric solutions through strategic and data-driven media approaches."

The transition to Initiative is already underway, with the partnership officially commencing on 1 April. The first campaign under Initiative’s strategy is expected to launch in Q3 2025.