David Barton Taps Sugartown

NEW YORK David Barton Gyms has tapped Sugartown Creative here to handle its $5 million-plus advertising account, the agency said.

The independent shop wooed the New York-based upscale gym chain after losing its bid for Equinox. Sugartown was a finalist for that $10 million account in an October review that also included winning shop DiNoto in New York.

Following the Equinox review, Sugartown opted to put its market research to use and courted David Barton himself.

“David has the personality to go with it. His gyms really have a club-like atmosphere,” said Fritz Westenberger, executive creative director and co-founder of Sugartown

The agency will bow its first work, a direct mail effort, within two months, said Westenberger. It will also produce print and outdoor ads and contribute guerilla marketing.

David Barton Gyms operates five locations: three in New York and one each in Chicago and Miami.