Home  › Social › Social Media

Weight Watchers Taps McCann NY for Social Marketing

  |  May 20, 2011   |  Comments

Decision marks the first time the social brand appoints a social agency of record.

McCann Erickson New York has won social marketing duties for Weight Watchers, a brand rooted in two mainstays of social media - game mechanics and the power of connections.

The assignment follows a review involving nine other digital and "specialist" agencies, McCann said. Spending was not disclosed.

Lee Hurley, director of online marketing for Weight Watchers, said in a statement, "McCann NY demonstrated advanced understanding of how social media can help further build consumer engagement with our brand and our PointsPlus program."

Razorfish will continue to handle the brand's social analytics, while McCann focuses on strategic engagement initiatives. McCann has previously run social media programs for Kohl’s, Nikon, and General Mills.

McCann NY has handled creative duties for Weight Watchers since 2007, most recently launching the "It’s A New Day" campaign with Jennifer Hudson. Responsibility for the client's social marketing had previously been scattered among a number of agencies. This is the first time the brand has appointed a social agency of record.

The win follows some significant senior appointments for McCann. Matt Freeman, previously CEO of Mediabrands Ventures, joined as global innovation officer in April. Earlier this month, FarFar founder Matias Palm-Jensen joined McCann in Europe as chief innovation officer there.

Weight Watchers faces rising competition in the dieting niche, and some rivals have been aggressive in social media. In April, Slim Fast purchased a Twitter Promoted Trend ad targeted to the trending topic #RoyalWedding that led users to a landing page on Facebook. Copy touted its product as a way to be "wedding ready."

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...