Mediaedge:CIA wins four-way battle for £8m Weight Watchers European brief

Weight-loss brand Weight Watchers has consolidated its E12m (£8.2m) European planning and buying account into Mediaedge:CIA. The agency beat Zenith Optimedia, Universal McCann and UK incumbent Carat to the business.

The review, which was handled by the AAR, includes 11 countries but not the UK, which is managed separately. Carat will continue to handle Weight Watchers’ UK planning and buying.

The media review follows the appointment earlier this year of Publicis and FCB to handle the creative brief for Continental Europe. The overhaul of the brand’s suppliers follows the promotion of UK head of marketing Carol Andrews to a European role (MW March 4).

Former Publicis Focus managing director Miriam Jordan Keane joins Weight Watchers as chief brand officer this month (MW August 5). Based in the US, she will be responsible for developing the brand globally. Keane will report to chief executive Linda Hewitt.

Weight Watchers International has used Duchess of York Sarah Ferguson to promote the brand for several years, although not in the UK. It is understood the brand has come under increasing pressure from different diets, such as low-carbohydrate lifestyles Atkin’s and South Beach.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here