LOS ANGELES Dailey and Associates won TV creative and Internet chores for infomercial developer Product Partners.
Product Partners’ paid-media outlay for its infomercials exceeds $100 million annually, per Bruce Miller, the IPG agency’s CEO. (According to Nielsen Monitor-Plus, Product Partners spent $200,000 in 2007 and $1.6 million through September of this year. Nielsen does not gauge infomercial spending.)
Dailey landed the business, which had been handled in-house, after a review. Other contenders were not disclosed. Bill Townsend, a Product Partners vp, could not be reached for comment.
The Santa Monica, Calif., company markets brands like Beachbody fitness programs and gear as well as diet and nutrition products and videos.
Like other direct-response TV companies, Product Partners is moving into new-media channels like the Internet, and Miller said that would be a key focus for the agency. He also said the agency has a mandate to bring more sophistication and creativity to the client’s marketing.
“They sell things like beauty products … like OxiClean. The voice [of the work] will mirror the product lines,” said Miller.
Product Partners, founded in 1998, also markets brands like Power 90, Kathy Smith’s Project: You, Yoga Booty Ballet, Turbojam and Hip Hop Abs. It is one of the largest companies in its media space, and was founded by former executives at Infomercial giant Guthy-Renker.
Daily, West Hollywood, Calif., also works for clients like Del Monte, Dole, Nestle and Fox Sports Network.