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Wellnx Life Sciences hires Initiative

Wellnx Life Sciences of Mississauga has retained Toronto-based Initiative as its media agency of record. The nutraceutical company selected Initiative in a review that also considered two other firms. Initiative will now handle media planning and buying for the company’s line of weight-loss products, which includes SlimQuick, NV, Slimage and Liquid Hoodia Extreme. “The decision was based on elements of creativity, people and their track record,” said Wellnx media manager Jennifer Pilon. “[Initiative’s] expertise in consumer insight and media strategy, coupled with their enthusiasm and marketplace knowledge will prove invaluable in building strong campaigns for our brands.”

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