The business will be led by dentsu X, with an integrated dentsu team across Media and Dentsu Creative. 

New York, NY (February 10th, 2026) -- Dentsu has been named Media and Creative Agency of Record (AOR) for i-Health, a division of dsm-firmenich, innovators in nutrition, health and beauty following a competitive review. The partnership spans across integrated strategy, media buying and execution, creative development, measurement and technology adoption.    

As a leader in probiotics and women’s health, i‑Health brings together a portfolio of science‑backed wellness brands, including Culturelle, AZO and Estroven. The business will be led by dentsu X, with an integrated dentsu team across Media and Dentsu Creative, focused on driving growth for i-Health's key brands, improving media effectiveness, and delivering smarter, more impactful creative solutions.   

“We’re on a transformation journey at i-Health, redefining what leadership looks like in probiotics and women’s health — moving beyond legacy perceptions to become modern lifestyle brands more consumers actively choose,” said Amanda Hines, Vice President of Marketing and Innovation. “Our brands are trusted by more households than any other brand in our categories.  This partnership will allow us to reach new consumers more effectively, build stronger cultural relevance, and operate with agility to accelerate growth in a way that simply wouldn’t be possible otherwise.” 

The integrated model for i-Health brings media and creative together under a single operating model, enabling connected strategy and cohesive decision-making from insight through execution. Leveraging dentsu.Connect, the agency’s global platform for technology, data, identity, and audience capabilities, the team will deliver personalized, scalable ideas through intelligent, data-informed campaigns that drive measurable business impact.  

What excites us most about working with i-Health is the opportunity to operate as one truly integrated team,” said Abbey Klaassen, Global Brand President & U.S. CEO, Dentsu Creative. “At dentsu, we’re designed to flex alongside our clients based on their needs, and uniting media and creative under the same roof gives us the ability to do just that. With the right tools and technology supporting us, we can move faster, work smarter, and drive meaningful growth together.” 

Dentsu is uniquely positioned to deliver meaningful outcomes through the integration of media and creative for leading brands, including Crayola, Tropicana Brands Group brands, Kroger, Illinois Lottery and more. This news follows other recent notable dentsu X wins, including Sono Bello, ServiceNow and Dave & Busters.   

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ABOUT DENTSU  

Dentsu is an integrated growth and transformation partner to the world’s leading organizations. Founded in 1901 in Tokyo, Japan, and now present in approximately 120 countries and regions, it has a proven track record of nurturing and developing innovations, combining the talents of its global network of leadership brands to develop impactful and integrated growth solutions for clients. dentsu delivers end-to-end experience transformation (EX) by integrating its services across Media, CXM and Creative, while its business transformation (BX) mindset pushes the boundaries of transformation and sustainable growth for brands, people and society.   

Dentsu, Innovating to Impact. Find out more: www.dentsu.com   

• Dentsu X is a media agency with the soul of a boutique and the backing of a powerhouse. Combining best-in-class communication and media planning services, content creation, technology, data, and behavioral insights, they deliver Experience Beyond. With over 4,000 experts in 55 markets, dentsu X continuously push boundaries to embrace new technologies and redefine industry standards. Find out more: www.dxglobal.com   
• Dentsu Creative is a global creative agency network designed to unlock exponential growth for clients. We use Transformative Creativity as a differentiating, driving force to bring our capabilities together to positively impact people, businesses and society. Established in June 2022, Dentsu Creative is integrated with dentsu’s Media and CXM businesses in over 145 countries and regions, to offer end-to-end solutions to clients globally. Find out more: https://www.dentsucreative.com/.  

  

ABOUT I-HEALTH 

i-Health, inc., a dsm-firmenich company, is a consumer health and wellness company focused on delivering solutions that address unspoken and overlooked health needs in the areas of gut health and women’s health with a portfolio of leading brands including Culturelle® Probiotics, AZO® Women’s Intimate Health and Estroven® Natural Menopause Health supplements.   At the core of i-Health’s success is consumer obsession, exciting innovation, and transformational partnerships that deliver scientific and commercial excellence. 

i-Health has delivered wellness solutions in U.S. market for over 30 years with best-in-class products backed by quality, scientifically backed ingredients and continuous improvement through research and innovation, and has expanded global presence in Canada, Asia, Europe and Latin America.