Jenny Craig Reviews

LOS ANGELES Sources have identified Jenny Craig’s $70 million creative account as the business in play via a blind proposal request issued by Blank and Associates in Laguna Niguel, Calif.

WPP Group’s JWT in New York is the incumbent. Both JWT and the client declined comment. The agency is not expected to defend, per sources.

A blind proposal request from Blank said that the consultancy had been retained by a national brand in the women’s category with 95 percent awareness. According to the paperwork, the unnamed client spends $30 million to $70 million a year. The RFP said the client plans to continue its celebrity orientation. The deadline for responding was Aug. 31. The consultant could not be immediately reached for comment.

JWT won the business from Johnson/Ukropina, Irvine, Calif., following a review in June 2004 that included Publicis Groupe-backed Bartle Bogle Hegarty, Interpublic Group’s Gotham, New York, and independent Heil-Brice Retail Advertising, Newport Beach, Calif. Scott Parker, the vp, marketing who led that review, still holds that position today.

By December 2004, the agency had introduced commercials starring actress Kirstie Alley, who continues to pitch the brand, most recently joined by actress Valerie Bertinelli in commercials.

Media, handled by Aegis Group’s Carat USA, Santa Monica, Calif., is not in play. The company has steadily increased its measured media, spending $30 million in 2004, $40 million in 2005, $60 million in 2006, and $35 million through June 2007, per Nielsen Monitor-Plus.

The Carlsbad, Calif.-based company was acquired by Nestle in 2006.

—with Andrew McMains