NYCA to Take Metabolife Beyond Radio

LOS ANGELES Independent NYCA has been awarded creative and media duties for print, television, outdoor and online advertising for Metabolife, the agency said. The $10 million account was assigned without review.

“This is an incredible category for touching people’s lives,” said Michael Mark, CEO and creative director of the Encinitas, Calif., agency. “The company has the research and the product, and we want to support it with inspired strategy and imagery.”

“Metabolife has historically done nothing but radio,” said Guy Peters, Metabolife director of marketing, “but as we look to launch new product this year, we are looking to more visual media, so television and print will be a much larger focus of our overall spend.”