WongDoody Will Reshape Fit TV Channel

Cable network Fit TV has awarded its estimated $10 million account to WongDoody after a nationwide search.
The Seattle shop prevailed over several other contenders, including California shops J. Walter Thompson, Los Angeles; Wiley & Associates, Westlake Village; House Design & Film, Beverly Hills; Kovel Kresser & Partners, Venice; and PPandG, Santa Monica. New York’s Korey Kay & Partners also competed.
“WongDoody has a lot of TV experience, and they’ve been able to use a great witty and quick creative spin to help sell TV” said Beth Schueler, director of marketing for the Los Angeles-based network. “They’re a great team that understands our target market and how to reach them in a memorable fashion.” Schueler noted the shop’s previous work on Fox’s Melrose Place was a determining factor in the selection.
“This is an interesting channel,” said WongDoody managing partner Ben Wiener, who added that the campaign the shop presented incorporated unusual creative and strategic ideas. “It’s a little different than what we’ve usually done.”
The agency’s first assignment will be to “create image and buzz for the network,” which will relaunch Jan. 1, Schueler said.
WongDoody will break a complete multimedia ad campaign, including a tagline. “It’s one of those rare situations where [the client] is going to produce what we presented in the pitch,” said Wiener.
The client is discussing media planning with the shop, but has not yet assigned media buying duties.
Previous ads were mainly created in-house. The client has spent about $5 million on advertising annually, but sources said the relaunch could total $10 million. Fit TV, which reaches some 10 million homes, plans to reposition itself as a 24-hour channel with lifestyle and fitness programs targeting women. The network was purchased, along with The Family Channel, by Fox/Liberty Networks last year. –with Michael McCarthy