Jenny Craig Only Shifting Media

After a three-month review, Jenny Craig has elected to keep its creative agency and move its media buying.
Suissa Miller in Los Angeles, which has handled creative duties for the La Jolla, Calif.-based weight loss center chain for four years, defied the odds for an incumbent and retained its portion of the estimated $40 million account. Agency executives declined to comment, but a source said the shop treated the review as “a new business pitch,” proposing a new brand-response approach and recommending program changes.
The other creative finalists were The Richards Group, Dallas, and WongDoody, Santa Monica, Calif.
Separately, Carat ICG’s Los Angeles office prevailed in the battle for media buying duties over longtime incumbent Western International Media, also in Los Angeles.
“Suissa Miller and Carat ICG demonstrated a keen understanding of our business issues and presented strategic and creative approaches which we believe will better help us achieve our objectives,” said Sid Craig, chairman and chief executive officer of Jenny Craig.
“We wish [Jenny Craig] well,” said Michael Kassan, Western’s president and chief operating officer. “It’s like losing an old friend.”