Nutrisystem picks Impression Partners as AOR

HORSHAM, PA: Weight-loss products and services company Nutrisystem has named recently launched firm Impression Partners its PR AOR after an agency review.

FORT WASHINGTON, PA: Weight-loss products and services company Nutrisystem has named recently launched firm Impression Partners its PR AOR after an agency review.

The company selected Impression Partners because of the firm's “strategic thinking, creativity, attention to detail, and implementation,” said Joe Redling, chairman and CEO of NutriSystem, in an emailed statement. Nutrisystem reviewed its agency relationships, but did not issue a formal RFP before hiring the agency.

"I've known the leadership team for years, and have been in the trenches with them,” Redling added. “They really care about our company and our customers and it shows."

Mike Amburgey, EVP and CMO at Nutrisystem, said via email that that Impression Partners helped the company launch its 40th anniversary campaign at the beginning of this month. The effort is celebrating 70 million pounds lost by Nutrisystem customers in the last decade.

The agency also worked on the launch of the Nutrisystem Success weight-loss program, Amburgey said.

“They helped us develop an effective approach, then implement and evaluate it,” he added.

Tricia Primrose, founder of Impression Partners, said via email that her firm will help Nutrisystem tell its story in “new and creative ways." She said she founded the Washington-based firm last November, but declined to provide specifics about its staff size.

Primrose previously served as EVP of corporate communications at AOL. She resigned that position in June 2010 to spend more time with her family.

Nutrisystem parted ways with MWW Group, its AOR since January 2010, at the beginning of this year. Atkins Nutritionals hired MWW as its AOR earlier this month.  

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