Amerifit Hires BrandBuzz

NEW YORK BrandBuzz has landed creative duties on Amerifit Brands’ Estroven and Culturelle without a review, the WPP Group agency said.

Estimated billings are $7-10 million. The New York shop’s first work is expected to break in the third quarter.

The win reunites BrandBuzz with Doug Meyer, former CEO of Burt’s Bees, an agency client from 2005 to 2007. Meyer in January became evp, marketing and sales at Amerifit in Bloomfield, Conn.

“I was incredibly impressed with BrandBuzz from the work they did with me when I was at Burt’s Bees, so I have the utmost confidence in their abilities,” said Meyer.

Estroven and Culturelle are supplements marketed to menopausal women and people with indigestion, respectively. Each is sold over the counter.

Said BrandBuzz president Mike Reese: “This is a rapidly growing category and we see a lot of opportunity to help Amerifit grow its business.”

Major media spending on Estroven last year totaled nearly $10 million, while spending on Culturelle was less than $1 million, per Nielsen Monitor-Plus.

Estroven shifted from WPP’s Grey here; Culturelle previously did not have a lead agency.

KSL Media here handles media duties on all Amerifit brands.

Other clients at BrandBuzz, a unit of WPP’s Young & Rubicam Brands, include LG Electronics, Lord & Taylor, Green Mountain Coffee and Sanford Brands.