Two days after we sent our initial query, Planet Fitness confirmed this morning that it has ended its relationship with Red Tettemer O’Connell + Partners and named Hill Holliday as its new creative agency of record.
The appointment follows a review which included four unidentified agencies as finalists, including the incumbent, which has handled the account since 2012. Planet Fitness spent around $42.8 million on measured media last year, according to Kantar Media.
During its time as creative AOR, RTO+P’s work primarily focused on differentiating the brand from traditional gyms. For example, the agency’s “Gymtimidation” campaign included this Hunger Games-inspired spot last November.
We reached out to RTO+P’s PR contact but have yet to receive a response.
For Hill Holliday, the account win follows the agency picking up consumer advertising duties for Bank of America last December. On the creative side, the Boston-based shop launched a new campaign for the LG Twin Wash the next month with a spot paying homage to West Side Story and debuted its “Keep On” summer anthem for Dunkin’ Donuts in June. Last month it launched a new campaign for Chili’s, emphasizing the chain’s humble origins.
No word on whether Hill Holliday’s future work for Planet Fitness will include emoji billboards.