Weight loss and lifestyle brand Weight Watchers has picked MDC Partners’ Anomaly as its new lead creative agency after a review, according to several parties with direct knowledge of the business.
“We have added Anomaly to our agency roster; they will work on global brand strategy and creative,” a Weight Watchers spokesperson said. The representative declined to elaborate on Anomaly’s status beyond noting that it will not be the only agency working on the Weight Watchers account. Multiple sources, however, claim that it will now be leading the brand’s creative and strategic work around the world.
An Anomaly representative deferred to the client for comment.
The decision came at the end of a full creative review that launched at the end of 2017, according to one party. It is not clear which agencies competed directly, though a source told Adweek that Omnicom’s DDB and BBDO expressed interest. DiMassimo Goldstein, which had been working with the brand for more than three years and took over agency of record duties from Havas in 2016, did not defend the business.
“We take great satisfaction in the sustained turnaround we were able to create with our clients at Weight Watchers and we love that it means a lot more people were helped,” said DiMassimo Goldstein CEO Mark DiMassimo. “We wish them only the best as they reach for the next level.”
One source with knowledge of the Weight Watchers business said the company is focused on a global expansion after hiring longtime Unilever veteran Gail Tifford as its chief brand officer. This will mean everything from diversifying into new product lines to doubling down on the Oprah connection. Winfrey famously became a shareholder in 2015 and has effectively served as its public face since then, though she does not hold a majority stake in the company.
Weight Watchers spent $68.5 million on paid media in the U.S. last year, according to Kantar Media. That total represents a decrease from the brand’s $80 million budget for 2016.
The news marks a significant win for Anomaly, which resigned the Converse account earlier this month.