Planet Fitness has hired Hill Holliday as agency-of-record for creative, strategy and traditional and digital media buying following a competitive review.
There were four agencies in the final round of the review, led by Rojek Consulting, including incumbent Red Tettemer O'Connell & Partners, the incumbent on creative and traditional media. Digital media was previously managed by Ansira, but those responsibilities have now been folded into Hill Holliday's remit. Hill Holliday's work will span across Planet Fitness' locations in the U.S., Canada, Puerto Rico and the Dominican Republic.
"We were very pleased with our incumbent Red Tettemer O'Connell & Partners," said Jessica Correa, senior VP-marketing for Planet Fitness. "They were a wonderful partner and we're really proud of the work we've done together."
She added that Red Tettemer O'Connell & Partners helped the company get to 1,200-plus outlets, but going forward, Planet Fitness needs an agency "to help us hyper-grow as quickly as possible."
The gym brand, which opened more than 209 clubs in 2015 and is on track for slightly more this year, issued the review for a new agency to help streamline Planet Fitness' marketing process so it can "get from creative to execution" in a fast, efficient manner, said Ms. Correa.