Publicis & Hal Riney to Reshape 24 Hour Fitness

LOS ANGELES 24 Hour Fitness has tapped Publicis Groupe’s Publicis & Hal Riney to handle the creative portion of its advertising account, the agency said.

The San Ramon, Calif.-based fitness center chain spends approximately $20 million annually on ads. The San Francisco shop overcame Interpublic Group’s Hill, Holliday, Connors, Cosmopulos, also in San Francisco, in the final round of the three-month review. Hill, Holliday will continue to handle media buying duties, which the shop picked up in August.

Hill, Holliday also produced fourth-quarter creative for the client. One TV spot, which broke last week, touted half-price membership fees and played off the idea that while the cost to join was less, the fitness chain was not reducing its hours by half or cutting back on service.

Prior to using Hill, Holliday, 24 Hour Fitness worked on a project basis with the Playa del Rey, Calif., office of Omnicom’s Tequila, which is the interactive, direct and promotional network of TBWA Worldwide.

Publicis & Hal Riney is expected to break a nine-spot campaign for 24 Hour Fitness in late-December, and create an additional nine spots to air during the summer.