Metagenics appoints Sparro by Brainlabs as media partner

Sparro by Brainlabs has been appointed as the full-service media partner for leading wellness company Metagenics ANZ and its consumer brands Inner Health and Ethical Nutrients.

Metagenics is a provider of practitioner-formulated supplements in Australia and New Zealand and focus on natural health. Its brands include Inner Health and Ethical Nutrients.

The partnership with the independent digital marketing agency sees Metagenics shift its marketing strategy with an increased focus on omnichannel growth across the vitamins, minerals, and supplements category.

“Health isn’t a trend. For our customers and consumers, it’s central to their lifestyle and a long-term commitment — and we were looking for a media partner that understood that mindset,” said Ingrid Wietrzyk, Head of Marketing ANZ at Metagenics.

“Sparro brings a rare mix of rigour, agility, data insights and creative thinking across channels. They’re helping us translate decades of scientific credibility into messaging and media spend that cuts through noise in a competitive market.”

The win follows a competitive pitch process and reflects Metagenics’ broader ambition to grow visibility and performance across retail, practitioner and direct-to-consumer channels.

“We're helping Metagenics reimagine what performance media looks like in the wellness space — not just conversion, but connection,” said Cameron Bryant, Co-Founder of Sparro by Brainlabs.

“Their team love what we love: thinking digital-first, making every second count, and real long-term ambition. It’s the kind of client relationship we look for, so we’re excited to work with them.”

Bryant noted the scope of work spans demand capture, brand-building, and channel planning — with emphasis on digital media, dOOH, and emerging formats. Investment in data science, analytics, and consumer research is also central to the strategy.

“This kind of brief is exactly what we’ve built our agency to deliver for over 11 years — a full-funnel approach where messaging, media, and data work together,” said Bryant.

“It’s a real privilege to help connect these brands with Australians at every stage of their health journey.”

Metagenics joins a growing health and wellness portfolio for Sparro by Brainlabs, alongside clients such as Caruso’s Natural Health, HealthEngine and Heritage Brands.

The agency now manages over $250 million in media spend annually and continues evolving its model to meet the complex, integrated needs of brands.

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