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.”
All top Chinese retailers, banks and internet companies share mobile data in earning releases. None of the top 10 US retailers do, nor does Google. US banks and Facebook are better.
Instagram marketing is becoming more interesting with the introduction of its own tools, but we may still feel the need to use further platforms for more detailed insights, management, curation, monitoring.
Few digital terms are as dirty as clickbait. It's the scourge of the web, and Facebook recently announced a News Feed update aimed at reducing the prevalence of clickbait headlines on its service.
With so many bloggers and blog posts storming in every day, it is hard to stand out. The secret to creating an outstanding blog is to cultivate a community around your blog.