Weight Watchers picks JWT to handle £7m UK account

by Lucy Barrett, Marketing 30-Mar-05, 08:30

LONDON - Weight Watchers has hired JWT to handle its £7m UK advertising business.

The company has faced stiff competition due to various diet crazes, including low-carb plans such as the Atkins Diet. Several firms, including Tesco and Boots, have either launched or are planning low-carb meals aimed at Weight Watchers' target audience.

The brand recently overhauled the packaging of its products to combat rival diet clubs, such as Slimming World and low-carb ranges such as Unilever Bestfoods' Carb Options. The packs, designed by Interbrand, aim to make a clearer connection between the brand and its "points" dieting system.

Weight Watchers is the UK's biggest slimming club, holding an estimated 6,000 meetings a week. To coincide with the traditional post-Christmas weight-loss trend, the company launched its Switch regime in January, so members can choose from two options: its traditional points-based diet and No Count, where dieters can eat as much as they like from a list of core foods.

JWT was appointed by Weight Watchers' head of marketing Alison Ranns and chief brand officer Miriam Jordan-Keane, following a pitch against Clemmow Hornby Inge and Delaney Lund Knox Warren. The account moves from Frog, which has held it since 2001.

The UK review follows the appointment of FCB and Publicis to Weight Watchers' continental European business. The company has also consolidated its £9m European media account at Mediaedge:cia.

Weight Watchers declined to comment on the appointment of JWT.

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