Weight Watchers’ £9m Euro media up for grabs

Weight-loss brand Weight Watchers Continental Europe has called a review of its E13m (£8.7m) media planning and buying business across 12 European markets.

The brand has decided to consolidate it business into one agency and has already shortlisted Media-Com, Mediaedge:CIA, Zenith Optimedia and Carat.

The review, which is being handled by the AAR, does not include the UK as the brand is managed by a separate company here. The UK media account, held by Carat, is not under review. A decision on the European media business is expected by the end of September.

The review comes just months after the European division carried out a review of its creative account, appointing Publicis and FCB. The two reviews follow the promotion of UK head of marketing Carol Andrews to a European role (MW March 4).

Weight Watchers recently appointed Publicis managing director Miriam Jordan Keane as chief brand officer (MW last week). Although she will be based in the US, she will be responsible for developing the Weight Watchers brand globally. Keane will report to chief executive Linda Hewitt when she takes over the role in October.

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