Cummins&Partners wins $8m Jenny Craig media

Pippa Chambers
By Pippa Chambers | 22 February 2019
Jelena Dokic is Jenny Craig’s newest ambassador

Australian weight loss and nutrition giant Jenny Craig has appointed Cummins&Partners as its new media partner after “an extensive competitive pitch review”, AdNews can reveal.

The above the line (ATL) media remit extends across Australia and New Zealand and according to Nielsen, Jenny Craig spent nearly $5 million on media in the last year, but it's thought the account could be worth in excess of $8 million.

AdNews understands the incumbent agency was Melbourne-based Media Partners.

Cummins&Partners has been ramping up its efforts within media, with agency CEO Chris Jeffares telling AdNews the win is recognition for its "continued focus and investment in building a unique model and capability”.

The agency also has the media accounts for Chobani, Gippsland Dairy, Red Cross Blood and Red Cross Humanitarian.

Cummins hired former Carlton & United Breweries (CUB) national media manager Paul Murphy as its head of media in May last year. The move followed growth in its media offering, after it tripled its clients in the last six months.

"We are thrilled to have engaged Cummins&Partners as our ATL media agency across Australia and New Zealand,” Jenny Craig director of marketing," Rachel Kosmala says.

“We ran a very thorough assessment of our needs and review process and their response and team were excellent. We are really looking forward to working closely with them."

The news follows the recent announcement of former tennis champion Jelena Dokic becoming Jenny Craig’s newest ambassador. The former tennis world number four received widespread media coverage throughout January as she revealed her new health and fitness goals.

Murphy, describes it as a “fantastic win”.

“We are ecstatic to have been engaged by Jenny Craig to lead media strategy, buying and implementation,” Murphy says.

“They are a wonderful brand and is testament to some seriously innovative media thinking and a really passionate team."

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