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Agency.com to Revamp Bally's Web Presence

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NEW YORK Bally Total Fitness has selected Agency.com to handle a variety of online initiatives, including work on the company's Web site, the client said.

The Omnicom Group interactive shop's Chicago office will work closely with Cornelis De Jong, who recently joined the fitness center operator in the newly created post of Webmaster.

Most recently, De Jong served as advertising operations manager at OAG Worldwide, a source of independent flight schedule information, where he led Internet advertising production and strategic marketing direction.

Chicago-based Bally this week broke an offline campaign that carries the new tagline, "Every body needs something," and positions the health-club chain as an obesity-fighting aid for people of all body types. In one spot, vast quantities of several unhealthy foods, from pizza to ribs, are delivered to a house in succession. "With the way people are eating these days, is it any wonder that every body needs something?" asks a voiceover.

The campaign was created by Bally's in-house agency, RocketScience, which works with a number of marketing shops, including WPP Group's A. Eicoff & Co. for direct-response TV, Interpublic Group's Foote Cone & Belding for strategy, La Agencia de Orci & Asociados for Latino marketing, Flair Communications for integrated promotions, IPG's Initiative Media for media and The MWW Group for public relations.

Bally spent $65 million on advertising last year and $60 million through September 2003, according to Nielsen Monitor-Plus.