DiNoto Works Out for Equinox

NEW YORK Equinox Fitness, a national chain of upscale gyms, has awarded its estimated $10 million account to DiNoto here, after considering at least three agencies for its advertising, the client confirmed.

The New York-based client will rely on DiNoto to create a brand campaign that will support the chain’s expansion in various markets across the country. The chain currently operates 28 clubs in New York, Chicago, California and South Florida, and plans to open four more by the end of the year.

DiNoto’s first work will break early next year, said David Geller, vp of marketing for Equinox.

The client honed in on DiNoto and Sugartown Creative following final presentations about three weeks ago. StrawberryFrog was also a finalist, but agency officials said they pulled out of contention after the client asked for additional work.

DiNoto will replace two-year incumbent Lipman, a New York fashion agency whose clients include Burberry. It could not be determined if Lipman defended the account. Past work from Lipman includes print and outdoor ads featuring Kill Bill assassin Chiaki Kuriyama, volleyball player Gabrielle Reece and the tagline, “It’s not fitness. It’s life.” The work positioned the gym as a tony alternative to Bally Total Fitness.

Sources said the client is looking for a variety of marketing approaches from traditional to digital. Neither the client nor the incumbent returned calls. Contending agencies could not be reached.