Initiative Media has been appointed by ThinkNatural.com, 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.