Initiative wins ThinkNatural £3m media

Initiative Media has been appointed by, the natural healthcare e-commerce venture, to handle its media buying and planning business, worth up to &£3m.

The account has been switched out of BMP OMD, which worked on the Internet portal’s launch campaign late last year.

ThinkNatural was set up last summer by Carol Dukes, founder and former managing director of Carlton Online. Robin Klein, chairman of Arcadia Group’s home shopping services, is non-executive chairman of the venture.

As well as selling health and beauty products, the site provides in-depth features and advice, and contributions from natural health practitioners. Publisher Dorling Kindersley, which was last week bought by media giant Pearson, also contributes to the site.

Dukes aims to make ThinkNatural the UK’s biggest online shop and information resource for natural health and beauty products. She plans to extend the site’s range into other sectors, such as clothing.

ThinkNatural director Emma Crowe says: “We are looking for a high return on our marketing activity. We will not simply be plastering our name everywhere and hoping people notice.”

No one at Initiative was available for comment as Marketing Week went to press.

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here