Following a competitive pitch, Initiative has been appointed media agency of record for Ear Science Institute Australia. The partnership will be managed out of Perth’s office, calling on capabilities from the national team as required.
With increasing competition in the hearing care category, Ear Science has tasked Initiative with helping to drive greater awareness and consideration of its clinics, research institute and programs and educational offerings.
Initiative’s remit includes full media strategy, planning and buying across Western Australia and New South Wales, with activity set to roll out in the coming months.
Paige English, Head of Initiative Perth, said the agency was deeply inspired by Ear Science’s purpose throughout the pitch process.
English said: “It’s a privilege for our team to help bring such an important message to life. Through our campaign, we’ll meet audiences in everyday moments where sound truly matters helping them see that better hearing can transform daily life.
“This partnership means a lot to our team professionally and specially to me personally. As someone who lives with hearing loss, learning about the groundbreaking research and solutions funded by Ear Science gave me genuine hope for the future.
“We can’t wait to bring our campaigns to life and advocate for real change, that matters,” English concluded.
Christina Blake, Head of Brand and Development at Ear Science Institute Australia, said the new agency partnership comes at a critical time for the organisation as it looks to inspire Australians to take proactive steps toward healthier hearing.
Blake said: “When it comes to hearing loss, it’s common for people to avoid the issue and when they do seek information, they can often feel overwhelmed, so we help people to stay connected to what matters by offering advise that is research driven and focused on their needs.”
“Avoidance can lead to maladaptive behaviours and people making their worlds smaller without even realising it. We were inspired by Initiative’s commitment to using the power of media to make a measurable difference in people’s lives and we can’t wait to kick off our partnership,” she concluded.
Ear Science Institute Australia provides world-class clinical care, education and research for those experiencing ear and hearing challenges.
Work is already underway.
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