Herbalife Feeling Good About D’Arcy’s Reach

As it looks to capitalize on the growing interest in healthy-living products, Herbalife International of America has handed its $10 million-plus global account to D’Arcy Masius Benton & Bowles.

The Los Angeles shop overcame finalist Dailey & Associates in West Hollywood, Calif., in a review, sources said. Elisabeth Charles, Herb alife’s svp of global corporate marketing, said roughly six shops participated in the review. Media buying and planning will be handled by MediaVest in Los Angeles.

“We wanted an agency that had a very strong presence and capabilities worldwide because our business is so international,” said Charles.

D’Arcy is Herbalife’s first ad agency in its 22-year history. The Culver City, Calif., client previously relied on its network of 1 million distributors and word of mouth to drive brand awareness in the 54 countries where it does business.

Earlier this year, Herbalife hired Siegelgale in Beverly Hills, Calif., to develop a brand positioning. The shop also provided input on the review candidates, although it did not drive the decision, Charles said.

As well as promoting its weight-management products, D’Arcy is charged with raising awareness of Herbalife’s nutritional supplements and per sonal-care products.

“With the aging of the baby boomers, products that enhance your health and well-being are just exploding,” said Diane Krouse, general manager of D’Arcy L.A.

A global campaign will launch in the fourth quarter. Herbalife is considering TV, print, radio and the Internet. “We want to build consumer awareness and preference and desire for the brand” with an “umbrella positioning,” Charles said. Past taglines included, “Lose weight now. Ask me how!” and “Herba life. A way of life.”

Charles said Herba life may customize ads for cultural reasons or to fit the needs of various countries.

The win comes two weeks after Mars ended its relationship with D’Arcy globally, dashing the L.A. office’s hopes of inheriting Whiskas cat food and Uncle Ben’s Rice following the closure of D’Arcy St. Louis.