NYCA to Take Metabolife Beyond Radio

LOS ANGELES Independent NYCA has been awarded creative and media duties for print, television, outdoor and online advertising for Metabolife, the agency said. The $10 million account was assigned without review.

“This is an incredible category for touching people’s lives,” said Michael Mark, CEO and creative director of the Encinitas, Calif., agency. “The company has the research and the product, and we want to support it with inspired strategy and imagery.”

“Metabolife has historically done nothing but radio,” said Guy Peters, Metabolife director of marketing, “but as we look to launch new product this year, we are looking to more visual media, so television and print will be a much larger focus of our overall spend.” Peters said there was no agency of record; previous advertising was done on a project basis.

San Diego-based Metabolife spent $13 million advertising its diet products in 2003, per Nielsen Monitor-Plus, but radio advertising is not likely to be part of NYCA’s assignment, Peters said.

Peters said the first work for a new product, Metabolife Complete, launches the third week of June, with television slated for July 12.

NYCA also counts TaylorMade golf clubs, the San Diego Union Tribune, Kyocera Wireless and DirecTV as clients.