Partners & Jeary Scores SpaFinder

BOSTON SpaFinder has engaged Partners & Jeary for services such as product and event marketing, Web design and trade and consumer campaigns. The work includes the company’s flagship Luxury SpaFinder magazine.

Estimated billings are approximately $5 million. Various shops on a project basis previously handled the work.

There was no review. “We targeted them,” said Michael Jeary, CEO of the independent shop in New York. “I admired SpaFinder’s business model, and when speaking with the company’s CFO one day, mentioned that I would like to meet with the company’s management to discuss some areas with them for which we at Partners & Jeary might provide some assistance.”

Creative is in the works, with initial house ads set to appear in the next issue of Luxury SpaFinder. As for a media campaign, “We are planning something non-traditional,” Jeary said, targeting, “all those who are involved with promoting, serving and/or living a ‘health-and-wellness lifestyle.'”

The win is important for the shop because it represents a chance to work for a “recognized leader and authority” in the spa category open to using progressive marketing concepts to deliver its message, he added.

Separately, the agency in recent weeks bolstered its staff, adding acd and art director Sam Weber from Saatchi & Saatchi and media planning supervisor Leena Danan from Carat.

The agency last October joined with two other independents—Partners and Napier in Rochester, N.Y., and Atlanta and Partners and Edell in Toronto—to leverage resources and expertise as The Partners Group. The shops have about 130 total employees and $130 million in combined billings, working for a mix of consumer and business-to-business accounts.