The upscale, 40-club chain said it intended to use the agency for a branding campaign that would help it expand its luxury brand beyond the fitness category.
Potential creative showpiece
That's good news for Fallon, because last year's $1.3 million in measured media spending won't come close to offsetting accounts it lost earlier this year, such as Citi, United Airlines and the Bahamas Ministry of Tourism. But the Equinox work does figure to give the shop -- which has drawn plaudits for its work on high-end brands such as BMW and Nordstrom in the past -- a potential creative showpiece that could help it land the successor accounts it's still seeking.
Earlier this summer, in an attempt to reverse Fallon's slide, parent Publicis Groupe shifted Fallon into a mini holding company called SSF Group, in which it will report to Saatchi & Saatchi Worldwide CEO Kevin Roberts.
"Equinox is a luxury lifestyle brand that is rapidly expanding," said Chairman Pat Fallon, who plans to shift into an emeritus role as soon as the agency finds a new president. "Its vision really excites our agency."
Hillary Benjamin, Equinox's senior director-marketing, said, "We have always admired Fallon's creative style, especially the powerful work for Citi that was so visible in New York."