SF Interactive Wins Web Duties for Weider

NEW YORK — SF Interactive has landed online marketing duties for Weider Interactive Networks, the Woodland Hills, Calif.-based client confirmed Wednesday.

The San Francisco interactive agency beat out crosstown shops Lot 21 and Exile on 7th following a two-month review, sources said. The budget for the account was not disclosed.

“The key objective in our agency search was to find an agency resource that offered an integrated approach to everything from strategy through to creative execution,” said Susannah Payne Scott, director of marketing at Weider Interactive Networks.

As a part of the assignment, SF Interactive will provide strategy, online advertising, e-mail campaigns, content-based creative and media planning and buying for Weider’s Optimize Fitness Systems and iShape online exercise and nutrition planning products.

“Online fitness is a booming category,” said Bruce Carlisle, CEO and president of SF Interactive, adding that Optimize Fitness Systems is targeted at the mass market, whereas yet-to-be-launched iShape will be aimed at women.

Weider Interactive is an affiliate of Weider Publications, publisher of active lifestyle titles, including Shape, Fit Pregnancy, Natural Health and Men’s Fitness.