Jenny Craig picks Magnet as its new agency of record

LOS ANGELES: Weight-loss company Jenny Craig, which operates 646 outlets globally, has selected Magnet Communications its new AOR. The account will be based in the Pittsburgh office.

LOS ANGELES: Weight-loss company Jenny Craig, which operates 646 outlets globally, has selected Magnet Communications its new AOR. The account will be based in the Pittsburgh office.

Magnet was chosen after a competitive pitch which included Fleishman-Hillard, Ruder Finn, and two small firms, said Cozette Phifer, Jenny Craig's corporate communications director. She declined to name the small firms, but added that the account is valued at six-figures annually.

Magnet will help the company with its January relaunch aimed at updating its image and introducing a new executive staff. The San Diego-based company was sold in 2002, which resulted in Jenny Craig becoming a privately held concern after operating as a publicly traded company. The relaunch goal is to "tell everyone that Jenny Craig isn't just your mom's diet," said Phifer.

Currently, the firm is helping with media relations for new Jenny Craig spokesperson Joy Behar from TV's The View.

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