Peduto to Help on Creative at Bally

CHICAGO Bally Total Fitness has named Patrick Peduto executive creative director and enlisted Peduto’s boutique RocketScience to coordinate all creative for the brand.

In the new post, Peduto is charged with helping to maintain creative continuity on Bally’s marketing efforts. Peduto, with his shop RocketScience (a four-person agency in New York), will oversee Bally’s in-house design and advertising department and “collaborate with all of the creative resources” on Bally’s roster, the company said.

Peduto was hired by Martin Pazzani, who joined Chicago-based Bally in August as chief marketing officer. Pazzani has added direct-response specialist A. Eicoff & Co. and promotions firm Flair Communications, both Chicago independents, to Bally’s roster.

Interpublic Group’s Foote Cone & Belding in Chicago remains lead consumer agency on the $35 million account, which it picked up without a review in August 2002. The agency was Bally’s sixth in as many years.

In addition to its chain of more than 400 fitness centers, Bally markets nutritional products, last month introducing a new line called Bally Snack Right Bites.