Weight Watchers Awards Social-Media-Marketing Duties to McCann
In an unusual account win for a large agency network, Weight Watchers has named McCann Erickson, New York, its social-media agency of record.
The Interpublic Group of Cos. agency is understood to have picked up the business after a review against eight other agencies.
According to a statement from Lee Hurley, director of online marketing for WeightWatchers.com: "McCann NY demonstrated advanced understanding of how social media can help further build consumer engagement with our brand and our PointsPlus program."
In the past, Weight Watchers handled social-media work in-house and tapped agencies such as Last Exit and Deep Focus to support digital projects, said Matt Donovan, managing partner at McCann's New York office.
Publicis Groupe 's Razorfish will continue to handle social-media analytics for Weight Watchers. Indepedent Horizon is the media agency for the brand, while Interpublic's Weber Shandwick supports PR. McCann, which won lead creative duties for Weight Watchers in April 2007, will likely keep singer Jennifer Hudson as the face of not only its creative efforts but also its social strategy.
The company spent $132 million in measured media in 2010 on its various weight-management services and products, according to Kantar Media.
Weight Watchers reported a 30% spike in revenue for the first quarter compared to the prior-year period, following the January launch of the "It's a New Day" campaign starring Ms. Hudson.