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Brands › Fitness & Lifestyle Group

Fitness & Lifestyle Group

As at 16 Oct 2026, AccountMoves records 1 current agency for Fitness & Lifestyle Group: Initiative (media, since 8 Dec 2022). Agency changes reported since 2016: 0. Last reported move: 8 Dec 2022. Based on reported moves only, with sources.

Marketing lead: Joanne Power (Head of Marketing, since 20 Jan 2026) · Total appointments: 1

Roster: Initiative (media) Small roster

Agency changes on record since 20160based on reported moves only
Tenure on recordNot enough history0 ended relationships on record, needs 2 · 1 current

Last review on record: 8 Dec 2022 · Marketing lead since: 20 Jan 2026 (source)

Agency timeline Which agency has held each account, by discipline

creative
Leo Australia Leo AustraliaSeen in credits only
creative, credited 20 Jan 2026 · 1 campaign
Latest: campaign via Campaign Brief
Leo AustraliaSeen in credits · 9 mth
media
Initiative InitiativeConfirmed appointment
media, 8 Dec 2022 to now · 3 yr 10 mth
Sources: Campaign Brief · MediaweekSpark Foundry Spark FoundrySeen in credits only
media, credited 20 Jan 2026 · 1 campaign
Latest: campaign via Campaign Brief
InitiativeConfirmed · 3 yr 10 mth
PR
Ogilvy OgilvySeen in credits only
PR, credited 20 Jan 2026 · 1 campaign
Latest: campaign via Campaign Brief
OgilvySeen in credits · 9 mth
20222023202420252026

Solid bars are appointments on record (confirmed or reported). Hatched bars are agencies seen in campaign credits only. Hover or tap a bar for dates and sources.

Agency roster by discipline Tenure in years

DisciplineAgencyFromToTenureRetained
mediaInitiativeCurrent8 Dec 2022Now3.90

Agency changes on record Since 2016 · based on reported moves only

No agency changes with a named incumbent have been reported for Fitness & Lifestyle Group since 2016. That means none were reported, not necessarily that none happened.

Includes changes the client chose and changes forced by the agency side (resignations, closures). See each source.

Seen in credits Agencies credited on Fitness & Lifestyle Group campaigns. Evidence of work, not a confirmed appointment or a win

Agency or companyCredited forFirst seenLast seenCampaignsLatest source
Leo Australia Seen in creditscreative20 Jan 202620 Jan 20261campaign via Campaign Brief
Publicis Production Seen in creditsproduction20 Jan 202620 Jan 20261campaign via Campaign Brief
Sonar Seen in creditsaudio20 Jan 202620 Jan 20261campaign via Campaign Brief
Spark Foundry Seen in creditsmedia20 Jan 202620 Jan 20261campaign via Campaign Brief
Ogilvy Seen in creditsPR20 Jan 202620 Jan 20261campaign via Campaign Brief

Also credited People named once in Fitness & Lifestyle Group campaign credits

Joanne Power (Head of Marketing, Fitness & Lifestyle Group, Campaign Brief) · Tara Paddon (Senior Marketing Manager, Fitness & Lifestyle Group, Campaign Brief) · Anneliese Plodr (Digital Marketing Manager, Fitness & Lifestyle Group, Campaign Brief) · Catherine King (Chief Strategy Officer, Leo Australia, Campaign Brief) · Andy Fergusson (Chief Creative Officer, Leo Australia, Campaign Brief) · Tommy Cehak (Executive Creative Director, Leo Australia, Campaign Brief) · Daniel Stewart (Senior Art Director, Leo Australia, Campaign Brief) · Tatsuki Kamekawa (Senior Copywriter, Leo Australia, Campaign Brief) · Gemma Cox (Group Business Director, Leo Australia, Campaign Brief) · Rosie Dingle (Business Director, Leo Australia, Campaign Brief) · Isla Cornish Brown (Business Executive, Leo Australia, Campaign Brief) · Jessica Brackstone (Strategy Director, Leo Australia, Campaign Brief) · Johnson Diep (Senior Designer, Leo Australia, Campaign Brief) · Laura Midalia (Senior Integrated Producer, Publicis Production, Campaign Brief) · Kimberly LeQuire (General Manager, Spark Foundry, Campaign Brief) · Charlotte Parker (Strategy Director, Nora Nasser, Campaign Brief) · Sarah Simpson (Associate Client Director, Nora Nasser, Campaign Brief) · Matthew Mallia (Digital Account Manager, Nora Nasser, Campaign Brief) · Chelsea McLean (Activation Manager, Nora Nasser, Campaign Brief) · Amber Thorpe (Activation Manager, Nora Nasser, Campaign Brief)

Full history Every pitch, review, win and retention

AnnouncedDecidedTypeDisciplineIncumbentWinnerAlso pitchedEst. $mStatusSource
8 Dec 20228 Dec 2022appointmentmediaInitiativeconfirmedvia Campaign Briefvia Mediaweek

Marketing leaders

PersonTitleFromTo
Sara DunseathExecutive General Manager ANZ, Marketing & PR8 Dec 2022Now
Joanne PowerHead of Marketing20 Jan 2026Now
Tara PaddonSenior Marketing Manager20 Jan 2026Now
Anneliese PlodrDigital Marketing Manager20 Jan 2026Now

Stated reasons and comments Paraphrased, with source links

AGENCY SAYS Fein said Initiative was delighted to take on Fitness & Lifestyle Group, and flagged big plans for the next phase.
delightedgrowth ambitions
Melissa Fein · the move · via Campaign Brief, 8 Dec 2022 · paraphrased
WHY THEY WON Dunseath said Initiative stood out for its data and technology capability, sharp strategic thinking and a record of commercial results.
data and technologystrategic thinkingeffectivenessambitiousbest-in-classiconicpurposethrilled
Sara Dunseath · the move · via Campaign Brief, 8 Dec 2022 · paraphrased