Equinox has appointed a PR agency of record for its health clubs in the U.S.: John Doe.
The name suggests anonymity, but the London-headquartered agency's profile is becoming a lot more well known in the U.S. as it scoops up business. Open for six-and-a-half-years in the U.K. and three in the U.S., the privately-held shop said it has posted 148% growth year-over-year in New York; Founder Rana Reeves said 80% of that growth is attributable to new business.
The firm's current global revenue is between $2.5 million to $3.5 million, and its New York office has tripled from four staffers to 12 in the last year. Two more new hires are expected soon.
For its recent Equinox win, the agency will handle PR, influencer engagement, new club openings and "brand amplification" for the company across its locations in the U.S. and London. The shop will also collaborate on a PR perspective with Equinox's creative agency, Wieden & Kennedy.
In addition to being awarded Equinox's U.S.business on Dec. 1 after a competitive review, John Doe won the brand's U.K. account after a five-way pitch at the beginning of this year. Over the summer, the agency was hired to support Equinox's LGBTQA #PoweredByPride effort, which included interactive murals in New York, London, and San Francisco.
Chris Martinelli, VP of PR for Equinox, said in a statement that the company knew John Doe could "help make a significant and immediate impact" for the business based on its previous work.
"Their passion, knowledge and innovative approach offers our brand a fresh perspective on the ever-evolving global media landscape," added Mr. Martinelli. "They have achieved tremendous results for the brand already, and we are happy to be broadening our scope of work together in 2016."
Equinox is just the tip of the iceberg for John Doe this year. Other wins include Apple-owned Beats by Dre's consumer-lifestyle placements and brand PR and marketing amplification for the U.S. and London; General Motors' Buick and GMC lifestyle programs; Kodak's global influencer communications account; W Hotels'
The breakdown of work at John Doe is about 30% content, including digital videos; 25% PR; 20% digital and social media; 15% experiential; and 10% influencer management.
When asked about the firm's recent success in the U.S., Mr. Reeves said John Doe's advantage was that a lot of its clients in London had been U.S.-headquartered companies, such as Starwood Hotels, Equinox, and Apple.
With nearly 40 staffers across the U.S. and U.K., Mr. Reeves said he's looking to staff up in 2016, particularly eyeing the West Coast as the firm's next priority.