Publicis’ Spark Foundry Wins $30 Million Nature’s Way Account

Vitamin and supplement company Nature’s Way has chosen Spark Foundry (formerly Mediavest|Spark) as its new U.S. media agency of record after a review. Moving forward, the network will handle media planning and buying in addition to data and analytics, search, programmatic, social media and content marketing.

The decision follows a competitive review whose final round pitted the Publicis Groupe agency against GroupM’s Maxus. Independent U.S. International Media was the account’s incumbent.

“Nature’s Way has a proud history and successful track record of continued growth and evolution while staying true to our core brand values,” said vp of marketing Eric Dahmer. “We are thrilled to work with Spark Foundry to expand on that legacy through the execution of powerful media programs that will further engage our customers and grow our business.”

The company, launched in Utah in 1969, was the first dietary supplement producer in the U.S. to receive organic certification, and it remains one of the top vitamin brands in American pharmacies thanks to products like its Alive line of supplements for children and adults.

“Spark Foundry and Nature’s Way share a joint vision and commitment to drive transformation for their business and suite of powerful brands,” said Spark Foundry U.S. CEO Chris Boothe.

As part of a comprehensive review, the company also consolidated its creative duties with Epsilon after working with Dailey Advertising of Los Angeles for several years, according to two parties with knowledge of the account. A Nature’s Way representative did not respond to a request for comment on that change in May.

This marks the latest in a series of creative wins for Epsilon, which had been the digital AOR for Nature’s Way. The consultancy-turned-agency also won the Del Monte creative review approximately one year ago.

According to Kantar Media, Nature’s Way spent approximately $30 million on measured media in the U.S. last year, much of it on print placements.

Patrick Coffee

@PatrickCoffee

Patrick Coffee is a senior editor for Adweek.