Patty Loessberg, director of advertising and media for the weight-loss marketer, said the company is confident in the skills of Johnson/Ukropina, its agency of record since April 2001. With the agency's help, 2002 was Jenny Craig's best year of the past six, Ms. Loessberg said. Johnson/Ukropina is based in Irvine, Calif.
Other agencies involved in the review were WPP Group's J. Walter Thompson, Los Angeles; Heil-Brice Retail Advertising, Newport Beach; Vitro Robertson, San Diego and Lucas Donat/Wald Co., Los Angeles, Ms. Loessberg said.
Ms. Loessberg said the review was conducted because the company was "looking to make some positive changes." A variety of management changes, including the arrival of new CEO Jim Evans and the departure of Vice President of Marketing Barbara Barry, likely sparked the process.
A new ad campaign, dubbed "Heart and Mind," will break April 21 from Johnson/Ukropina. The ads will feature testimonials from real clients, a technique often used by Jenny Craig. The spots will show how clients' minds absorb the information imparted from Jenny Craig consultants and how their hearts respond to what the company calls "X" moments, those occasions that trigger people to call Jenny Craig.
Jenny Craig is based in Carlsbad, Calif.