Diet promoting brand Weight Watchers has called a review of its media account, AdNews understands.
The account currently sits with OMD Sydney, who has had it for more than seven years.
When it won the national media buying and planning business in 2010 the account was worth about $8 million.
Weight Watchers, which uses creative agency BMF, was not able to comment, but AdNews understands that several agencies are in the primary stages of pitching. AdNews also understands that it has parted ways with its PR agency Magnum.
Shares of Weight Watchers International Inc rocketed 23% in after-hours trade yesterday, after it reported second-quarter profit and sales that beat expectation, and raised its outlook. According to Bloomberg, it's the latest sign that its Oprah Winfrey-fueled marketing and updated diet program is resonating with customers.
The NYSE-listed brand was embroiled in an 'offensive' PR mishap in Australia last year after a wide scale campaign didn’t go as planned.
The brand unleashed a marketing 'teaser' phase of its new campaign which was devised off the back of research that claims half of Australian women avoid getting hot and heavy under lights due to body image issues. This initial PR stunt, which was set to be followed by a wide scale campaign including TV ads, saw the company send female journalists a “mood light” to facilitate confidence in the bedroom. The online versions of the TV ads went online but were soon removed.
For more:
Weight Watchers PR stunt leaves sour taste
Has Weight Watchers turned off light bulb campaign?
Weight Watchers apologises – campaign no longer promoted
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