Planet Fitness Names Hill Holliday as Its New Creative Agency of Record

By Erik Oster Comment

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.

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