Anytime Fitness has appointed Mischief @ No Fixed Address as its first creative agency of record following a pitch process that began in April.
Mischief will support long-term brand development and campaign creation, which includes expanding on the “Real AF” platform Anytime Fitness launched in December and created with Colle McVoy. The pitch process was conducted without a consultant.
“What we hired Mischief to do is bring the soul of this brand to life through the ‘Real AF’ platform,” said April Anslinger, global chief marketing officer, Self Esteem Brands, the parent company of Anytime Fitness. “We knew we needed to partner with an agency that was on board with that and wanted to take it to the next level.”
Mischief will work on creating “sharper and more truthful” stories and focusing on what social media platforms are the “exact right place to serve [those stories],” said Kevin Mulroy, partner and executive creative director at the agency. The agency and client are currently working on their first campaign together.
The brand is hoping to appeal to a younger audience and create more realistic campaigns centered on body positivity.
“What are the apps and social platforms that we need to be on?” Anslinger said of the gym, which costs an average of $41 per month. “And what is the content that we need to serve up to this younger audience that’s going to help make an impact in their lives and really get them on a path to building their self-confidence? We’re working on what that looks like right now.”
Anslinger said the brand, which launched in 2002, expanded its app offerings during the pandemic as more people worked out from home.
"We’re going to be wherever the consumer needs us to be," Anslinger said.
This is the latest win for the Mischief, which this month also won creative AOR for FanDuel Casino. Its first work for the online casino is set to launch later this year.
