Mindshare wins Jenny Craig media account

Following a competitive pitch, WPP-owned GroupM agency Mindshare has 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, after winning the account thought to be worth up to $8 million in 2019.

Chris Solomon, managing director of Mindshare Melbourne said: “Using data to inform successful strategies for our clients is a crucial pillar at Mindshare. We know that Jenny Craig is a brand that believes in having a plan, and driving results, and we’re excited to work with the team to achieve that ambition. The TV and Connected TV landscape is evolving fast and we are proud to be bringing our market leading connected TV and CTV approach to benefit Jenny Craig in Australia and New Zealand.”

The agency said that its analytics and investment teams will work “hand in glove and draw on the GroupM Advanced Analytics Centre of Excellence as well as addressable TV business Finecast to measure, optimize and pivot TV plans in line with customer response in near real time to maximise results”.

Jenny Craig marketer Rachel Kosmala said: “We loved the progressive data-led approach put forward by Mindshare to help us drive growth. The team impressed us by demonstrating advanced analytics capabilities paired with strategic media thinking and an exceptional approach to TV that will help us optimise our marketing investment. We’re excited to work with a modern strategic media agency that shares our ambitions to drive results.”

Other recent wins for Mindshare include the University of Melbourne and Click Frenzy.

Mindshare was contacted for information regarding the incumbent agency, however had no response at the time of publishing.

GroupM announced its new Australia and New Zealand CEO last week, Aimee Buchanan.


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