VANCOUVER, WASH. Fitness equipment company Nautilus here said it would consolidate $70 million in direct-channel digital and traditional media planning and buying with roster shop TouchPoint Integrated Communications.
Wilton, Conn.-based TouchPoint is a unit of DLRyan Cos., and already handled chores on the client’s Bowflex cardio product line, including its TreadClimber systems. Now, TouchPoint adds other assignments, including the high-profile Bowflex home-gym business.
The work had been split between TouchPoint and IPG’s ID Media. The latter shop handled slightly more business in terms of annual media outlays.
Bill McMahon, vp, general manager for the client’s direct business, said the move would help drive efficiencies and facilitate ROI management across all DR channels.
Karen Kluger, CEO of TouchPoint, called the move a validation of the agency’s “agnostic approach” to media development. She also credited the shop’s Nautilus team led by vp, group director Ben Speight.
The company is well known for its heavy-rotation infomercials, DR mailings and call-center marketing outreach.