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Fitness Machine Marketer to Launch Global Marketing Push

By Published on .

NEW YORK (AdAge.com) -- The Nautilus Group, the maker of fitness equipment such as Bowflex and Stairmaster, has hired Interpublic Group of Cos.' Foote, Cone & Belding for a $95 million worldwide marketing push set to begin at the end of this year.

FCB, whose Seattle office will lead the account, was chosen without a review, according to an agency spokesman. The marketing efforts will tap into other Interpublic companies, including ID Media, Marketing Drive, Hacker Group and Marketing Corp. of American, according to a press release.

This week, the Vancouver, Wash.-based marketer's stock took a dive when it reported quarterly earnings weren't up to analysts' expectations. Nautilus is in the midst of a turnaround, following a period of patent litigation, layoffs and a recall of the Bowflex machine.

Nautilus spent $23 million in U.S. measured media last year, according to TNS Media Intelligence/CMR. Until now, the company's ads, the most visible of which are direct-response commercials for Bowflex, have largely been created in-house.

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