Zumba picks MWW to push into consumer markets

NEW YORK: MWW Group has been hired as AOR for Zumba Fitness, a company that in the last 10 years has expanded from a dance-fitness program into the consumer space, with licensed apparel, games, and more.

NEW YORK: MWW Group has been hired as AOR for Zumba Fitness, a company that in the last 10 years has expanded from a dance-fitness program into the consumer space, with licensed apparel, games, and more.

Allison Robins, director of PR at Zumba, said the company's key focus is to elevate its communications strategy to strengthen its position as a global multimedia brand. She declined to confirm if an RFP had been issued.

"We've tapped MWW Group to help lead an integrated marketing and communications program to showcase the breadth and impact of our company, highlight the strength of our leadership team, and empower our global network of instructors,” she said. “MWW brings an established record of success in the health and fitness, entertainment, music, and fashion arenas. The firm is uniquely suited to serve as our strategic partner as we continue to grow the Zumba Fitness brand across current and new platforms.”

Zumba joins the list of similar MWW fitness clients, such as Gold's Gym, and Nutrisystem. The agency has also worked with Everlast, and Bally Total Fitness.

Via its health and fitness practice, the agency will be responsible for developing and supporting strategy for Zumba's communications initiatives, including implementing a multi-pronged program to drive the company's awareness as a leader in the global market. Five MWW employees will be working on the account. Robins declined to comment on the budget.

“Zumba Fitness is a significant win for our health and fitness practice," said Alissa Blate, EVP and global consumer marketing practice leader at MWW. "Working in tandem with the company's leadership team, our communications program will raise awareness of Zumba Fitness as a global multimedia lifestyle brand. We will also promote the unique value that Zumba provides as a marketing partner to brands across a range of verticals.”

Besides the dance-fitness program, which is available worldwide, MWW will also be supporting the company's Zumba Academy, licensed instructors, branded apparel and accessories, Z-Life magazine, DVDs, and its video games for Nintendo Wii, Xbox 360, and Sony PlayStation.

MWW also supported Zumba's partnership with recording artist Pitbull last month. Zumba is now offering its network music from Pitbull and specially choreographed workouts. The campaign features a music video and Zumba routine on YouTube. A contest has also launched on Facebook.

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