iNova picks Initiative Sydney as AOR

Initiative will handle media communications for the developer of over-the-counter and prescription products. Its key brands include Difflam, Invisible Zinc, Dermaveen and Dr Lewinn’s.

Media communications for iNova was previously handled by Ikon Communications, according to Initative Sydney. Campaign Asia-Pacific was not able to reach Ikon before publication.

“We conducted a media agency review and selected Initiative Sydney for its innovative strategic thinking on our business and proven implementation for clients,” said Kristen Heilman, iNova's marketing manager. “Our market is highly competitive, and we believe our new partnership with Initiative will benefit us substantially.”

“Consumers are researching products using platforms such as YouTube and social media to find out more about health and beauty products,” said Andrew Livingston, CEO of Initiative Australia. “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 Pharmaceuticals is owned by Valeant Pharmaceuticals, following an acquisition that was completed in December 2011.