This is Flow lands $16m Cranky Health media account

This is Flow has won the $16 million media account for Cranky Health, following a competitive pitch.

The independent agency will take on media planning and buying across the company’s portfolio, including The Man Shake, The Lady Shake, The Kids Shake and Famous Nutrition.

Cranky Health CEO Anthony Mortimer said the agency stood out for its mix of culture and performance capability.

“Flow stood out with their approach to culture and technology,” he said.

“Their experience in the performance space, coupled with the talent within the agency was a clear standout for us.”

The Man Shake, founded by former NRL player Adam MacDougall, has grown into one of Australia’s best-known weight loss brands.

This is Flow CEO Jimmy Hyett said the agency is looking to build on that position across the broader business.

“The Man Shake is an iconic brand that we all know from years of watching sport, and we’re so excited to bring it to even more Australians,” he said.

“The founder story and rise to market leadership is a unique position to be in, and we aim to build on this success across the total Cranky Health business for years to come.”

Media activity is already underway, spanning both traditional channels and performance and e-commerce.