Following a competition, WPP-owned GroupM agency Mindshare won the media account for weight management company Jenny Craig.
Mindshare will handle Jenny Craig’s offline and TV media planning and buying.
Cummins & Partners was the incumbent agency, having won the account estimated at $8 million in 2019.
Chris Solomon, Managing Director of Mindshare Melbourne, said: “Using data to inform our clients’ successful strategies is a critical pillar at Mindshare. We know Jenny Craig is a brand that believes in having a plan and getting results, and we’re excited to work with the team to realize that ambition. The TV and Connected TV landscape is changing rapidly and we are proud to bring our leading approach to the Connected TV and Connected TV market for the benefit of Jenny Craig in Australia and New Zealand.
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The agency said its analytics and investment teams will work “hand in hand and draw on the GroupM Advanced Analytics center of excellence as well as addressable TV business Finecast to measure, optimize and make pivot TV plans based on near real-time customer response to maximize results.”
Rachel Kosmala, Marketing Specialist at Jenny Craig, said, “We loved the progressive, data-driven approach Mindshare offered to help us drive growth. The team impressed us by demonstrating advanced analytical skills combined with strategic media thinking and an exceptional approach to television that will help us maximize our marketing investment. We are delighted to work with a modern, strategic media agency that shares our ambitions to drive results.
Other recent Mindshare wins include the University of Melbourne and Click Frenzy.
Mindshare has been contacted for information regarding the incumbent agency, but had no response as of press time.
GroupM last week announced its new CEO for Australia and New Zealand, Aimee Buchanan.
