Equinox Taps Fallon

CHICAGO Equinox Fitness Club has tapped Fallon as lead advertising agency for its expanding chain of health clubs, the agency confirmed.

Though Equinox spent only $1 million on advertising last year, according to Nielsen Monitor-Plus, sources said spending could increase tenfold in the near future.

The Minneapolis agency, part of Publicis Groupe, won the account after a review. Fallon will create advertising and marketing programs for the chain using traditional and new media, and will also handle media duties, according to the shop.

“Equinox is a luxury lifestyle brand that is rapidly expanding,” said agency chairman Pat Fallon, in a statement. “It’s vision that really excited our agency. We imagine a very bright and successful future working together because, like us, Equinox challenges the conventions of the day.”

Based in New York, Equinox currently operates 40 clubs in major metropolitan areas including New York, Washington, D.C., Chicago, Boston, San Francisco, Los Angeles and Miami.

The win comes during a tumultuous year for the 25-year-old agency, which saw one of its largest accounts, Citi’s $150 million advertising business, split for sibling Publicis Worldwide in February. Last month, Publicis Groupe formed the SSF Group, which partnered Fallon with sibling Saatchi & Saatchi, under the direction of the latter agency’s CEO, Kevin Roberts.