LOS ANGELES-McCann-Erickson here has been awarded creative duties for Bally Total Fitness’ national chain of health clubs, without a review.
The Chicago-based client has worked with New York-based production house C&C Films and other creative groups since Hal Riney & Partners/Heartland, Chicago, resigned the account last May. Media planning and buying will continue to be handled by Western International Media in Los Angeles. Bally’s billings for January through September 1997 totaled nearly $30 million, according to Competitive Media Reporting.
“The creative team at McCann/ L.A. has a strong strategic understanding of how to develop and produce effective television commercials for [Bally’s] that will accomplish our brand-building and retail sales objectives,” said John Wildman, Bally’s senior vice president of sales and marketing.
The agency will create all of the health club’s national TV work in 1998, featuring celebrity spokespeople. The shop hopes to aggressively build the Bally’s brand, according to Hank Wasiak, executive vice president, managing director, McCann-Erickson West Coast.
Kathy Kozai, associate creative director on the account, worked on the business while at J. Walter Thompson.
Bally is the largest fitness center chain in the U.S., with 323 facilities in 27 states nationwide.