WACO, TX: Publicis Dialog has picked up a major new client as a result of an integrated pitch that will see Publicis companies handling all aspects of a $15 million-$18 million integrated marketing campaign.
Curves for Women, a Waco-based health and fitness center, selected Publicis in Mid America, Dallas, as its international ad agency of record, and Publicis Dialog's Dallas office to handle PR. Publicis Dialog in Salt Lake City will handle direct-response work for the account, while Optimedia Dallas will handle media planning and buying.
Publicis beat The Richards Group for the business, said Diane Heavin, cofounder of Curves. One of the deciding factors was a case study Publicis showed detailing work it had done for another franchise-based company, Heavin added.
"We want them to get our name out there as a household name, Heavin said. Publicis will also help the company educate its franchises about branding at the local level. It has 3,500 outlets across the US, Canada, and Europe.
Curves wants to position itself as different from other health clubs.
It wants to become known as a "neat place for women to go to meet friends and to gain a sense of belonging, Heavin said. She expects the integrated campaign to begin in January. Consumer research is already underway.
Initial research has shown club members to be very passionate and dedicated in their use of the facilities, qualities Publicis will try to convey in its PR messaging.