Jenny Craig Looks to Reshape Creative

LOS ANGELES Jenny Craig Weight Loss Centers is conducting a review for the creative portion of its $45 million account, a company representative said today.

Among the contenders are independent Heil-Brice, Newport Beach, Calif., and WPP Group’s J. Walter Thompson, Publicis-backed Bartle Bogle Hegarty and Interpublic Group’s Gotham, all of New York. The rep said there are also undisclosed contenders under consideration.

Media duties will remain at Aegis Group’s Carat USA, Los Angeles, the rep said. Incumbent Johnson/Ukropina, an independent in Irvine, Calif., has not been invited to participate in the review, but will continue to work with the company through the transition.

The review was launched within months of the arrival of the new vice president of marketing, Scott Parker, who pronounced a “new day” at Jenny Craig in an internal memo. Parker came to the Carlsbad, Calif.-based company last November after stints at Dial, Bank One, Bath & Body Works, Procter & Gamble and Frito-Lay.

According to the rep, the review started in early May and is scheduled to last three months.

Jenny Craig spent $45 million on measured media in 2003 and $15 million in the first quarter of 2004, per Nielsen Monitor-Plus.