i-Health — a leader in Gut Health and Women’s Health and the company behind Culturelle, AZO, and Estroven, is in the middle of a deliberate reinvention. Under new leadership in 2025, marketing and commercial functions were restructured around brand-centric growth teams, and an in-house media and digital strategy capability was built to enable business successes from the inside out.
The goal: take legacy brands trusted by more households than any other in their categories, and make them genuinely modern — culturally relevant, driving interest in households where they haven’t been a consideration in the past. What the team needed was a partner that could replace fragmented brand support with something holistic, with social experience at its core.
After a competitive review, dentsu, led by a single team comprised of talent from dentsu X and Dentsu Creative, has been named i-Health’s Media and Creative Agency of Record.
What dentsu X Will Do
Social is at the center of the strategy — not an add-on. dentsu X is already hard at work building community engagement and brand relevance natively in social, then amplifying outward across paid, earned and owned. Influencer, UGC, and creator work are integrated into the plan from the start. Central to this strategy is a proven approach called Xperience Planning – the proprietary methodology designed by dentsu X to deliver game-changing experiences in place of traditional media planning.
Audience-first planning, powered by dentsu.Connect, will drive personalization and measurement across every touchpoint. Media and creative operating under a single brief enable faster decisions, more cohesive work, and clearer accountability from insight through execution. And as i-Health continues to expand into Amazon, TikTok Shop and beyond, the team will activate across the commerce environments where their consumers are already shopping.
Why dentsu X Won
What made dentsu the ideal partner? The combination of social-first thinking, connected planning, data-centricity, and something harder to manufacture: a team that clearly cared about these brands. “The spark of creativity in every one of our work sessions was phenomenal, and a standout versus every other partner,” said Amanda Hines, VP of Marketing and Innovation. “It was very clear they loved these brands as much as we do.”
"We're excited by the amazing partnership and team that i-Health is bringing to the table — pairing that with the power of dentsu X and Dentsu Creative. Working as one team will ensure we deliver best-in-class media strategy, creative, and growth for our new partners at i-Health," said Bruce Williams, CEO, dentsu X North America. "Our shared vision for the future will ensure the best experience wins for i-Health as we revamp their media and creative strategies to drive meaningful work across their brands and products."
dentsu has built this integrated model for leading brands including Crayola, Kroger, and the Illinois Lottery. i-Health is the next chapter.
