Bally Total Fitness' Latest Choice: Colby Effler

LOS ANGELES-Colby Effler & Partners has become the latest ad agency hired to help pump up Bally Total Fitness’ membership ranks.

Neither the agency nor the client would confirm the budget, but sources with knowledge of the account placed billings at $25-30 million. Initiative Media’s Chi cago office will continue to handle media buying.

Colby won the account following a five-month review of undisclosed shops and is set to break new work in one or two test markets as early as May.

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