The independent ad agency GKV has added media and social duties for nutrition and weight-loss company Medifast. There were no incumbent agencies for those assignments. Rather, the client has used various partners and internal resources.
The move represents an expansion of duties for Baltimore-based GKV, as the agency has handled Medifast's creative for the past two years.
"We saw this as a natural extension of our relationship," said Brian Kagen, client CMO.
Medifast spent $27 million on U.S. advertising in 2014, but just $11.4 million in the first three-quarters of last year.
GKV created a campaign for the brand in 2015 around the line "Your whole world gets better." A new push themed "Your Year" is primed to drop next week. The campaign includes TV, digital, social and other elements that show what weight-loss success would look like on a month-by-month and season-by-season basis.
The agency prides itself on helping challenger brands succeed, and would appear to have its work cut out as it takes on a broader role with Medifast. The brand itself has been slimming down of late, reporting third-quarter revenue of $66 million, compared to more than $69 million for the same period a year ago. For the first three-quarters of 2015, sales slipped about 5 percent.