24 Hour Fitness Hires Direct Partners

LOS ANGELES — 24 Hour Fitness has hired Omnicom Group’s Direct Partners to handle the creative portion of its $25 million account, the client confirmed on Wednesday.

The Marina del Rey, Calif. direct marketing agency bested four other California finalists, including Attik in San Francisco; Brainsaw in Santa Ana; Donat Wald in Santa Monica and Suissa Miller in Los Angeles, said 24 Hour Fitness representative Shannon May.

The creative account had been handled by Grey’s San Francisco office for roughly two years. The shop retains media duties, which it won a year ago.

Direct Partners will work closely with 24 Hour Fitness brand shop Addis in Berkeley, Calif., May said. Initial efforts will include TV and interactive. The Pleasanton, Calif.-based health club chain will continue to feature Cindy Crawford and Magic Johnson in its ads and use the tag “It’s the way we make you feel,” May said.