OMD already handled Weight Watchers' offline media account, but having been appointed to the brand's digital business, will provide analytics and media buying duties. OMD will partner Saatchi & Saatchi, who manage Weight Watchers' creative account.
According to Louise Ridley at Campaign:
(The pitch) was called after the weight loss programme parted ways with the incumbent, Publicis Groupe’s Razorfish. Razorfish had held the account for seven years but decided not to repitch. Weight Watchers said it was not yet in a position to comment on the pitch result. OMD also declined to confirm whether it had won the account.
Whislt OMD's UK branch is new to the account, OMD Sydney have previously enjoyed working on Weight Watchers' reported $8m Australasian account. OMD UK already work with PepsiCo (encompassing Walkers, Doritos, Pepsi Max and Quaker) as well as McDonald's - so a new strategy may be needed!
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