Diet Client Splits With Doner

Weight loss retailer Jenny Craig has launched a review for its $25 million media planning and buying business and shifted responsibility on its creative account.

The company has parted with its creative shop, Doner, after only six months. The Southfield, Mich., shop won the business following a review late last year [Adweek, Nov. 13] that also involved incumbent Suissa Miller and Campbell-Ewald, both in Los Angeles, and Siltanen/Keehn, Santa Monica, Calif.

Doner serviced the business out of its Newport Beach, Calif., office, yet strategic, direct response and creative support came out of its Michigan headquarters. Citing proximity, executives at La Jolla, Calif.-based Jenny Craig moved the creative account to Johnson/Ukropina in Irvine, Calif., without a review.

“I think distance was a part of it,” said Barbara Barry, Jenny Craig’s vice president of marketing and corporate communications of the split with Doner. “And I think we have a very unique business. We’re not the typical retail operation.”

Media buying has been at Carat’s Southern California office since 1998. The agency is expected to defend the account in a review for that portion of the business.

“It’s not that we’re unhappy with Carat,” Barry said. “It’s just good business every three years to take a look and see what’s out there.”

Barry said the company is looking mostly at West Coast agencies, but would also consider shops from outside the region. She estimated the search will take one to two months.