Weight Watchers chooses Wieden+Kennedy to redefine its brand strategy
Published on April 22, 2014 at 1:07 AM
Weight Watchers International, Inc. (NYSE: WTW) today announced that Wieden+Kennedy has been selected in the U.S. to take the lead in redefining the brand, building the brand strategy and developing creative ideas to be executed across channels. This move consolidates advertising creative development with Wieden+Kennedy.
"We have such tremendous potential to combine the strength and trust of the Weight Watchers brand with the powerful and emotional benefit we deliver to our members. We're completely revamping the way we think about marketing and its role in our business, and we believe Wieden+Kennedy is the right partner to reinvent how we go to market. Wieden+Kennedy continues to set the standard for breakthrough work and we look forward to partnering with them," said Lesya Lysyj, President, North America, Weight Watchers.
Wieden+Kennedy's global headquarters in Portland, Ore. will take the lead on the Weight Watchers business.
"It's an amazing opportunity to partner with a company on the cusp of a transformation," said Tom Blessington, Managing Director, Wieden+Kennedy Portland. "As an agency, you can't ask for a better challenge to prove your mettle. We're honored to have earned the shot."
After seven years and a number of successful campaigns, including "New Day" and "Believe," the Company's relationship with McCann Erickson will end.
"This is an important step in our transformation, which is designed to reimagine Weight Watchers for the future and return the business to growth," said Lysyj.
Weight Watchers International, Inc.