OgilvyOne Nabs Weight Watchers' Digital Account

Succeeds Razorfish on the business

Razorfish had handled digital efforts for nearly 12 years.

Weight Watchers has selected OgilvyOne as its new digital agency.

The business came after a review that was managed by Pile + Co. in Boston. Previous shop Razorfish had handled the account for nearly 12 years.

The assignment includes digital advertising, online media planning and buying, social media efforts, advanced analytics and search-engine marketing, according to an internal OgilvyOne email. The new digital shop will work alongside lead brand agency McCann Erickson.

Weight Watchers is a sizeable spender online. Last year, the brand's digital spending totaled $95 million, according to Kantar.

“Digital is a core channel for us to connect with and engage consumers and we believe that OgilvyOne will be an important strategic partner in evolving how we fully leverage this critical marketing pillar,” said Sarah Kleinhandler, director of digital strategy and marketing at Weight Watchers.

In its successful pitch for Weight Watchers, OgilvyOne shot its credentials video on a treadmill and had a company-wide hackathon. Also, the agency's pitch team pledged to collectively lose more than 50 pounds during the review.

OgilvyOne's Weight Watchers win follows several others, including a customer relationship marketing assigment from iShares and customer engagement business from Brown Shoe.

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