F.Y.I.

One Green Bean wins Weight Watchers

One Green Bean has secured the public relations account of Weight Watchers after a competitive pitch.

The announcement:

October 26 2011: One Green Bean has built on its impressive lifestyle client base to now include Weight Watchers Australia, following a competitive agency review by the iconic weight loss brand.

Weight Watchers joins One Green Bean’s lifestyle consumer client portfolio including Unilever, Kimberley Clark and Ferrero, alongside existing consumer clients including LEGO, Bacardi Lion, IKEA and Virgin Mobile.

Effective from October 2011, One Green Bean will be responsible for all publicity for Weight Watchers, working in conjunction with Naked, Maverick and OMD on integrated communications solutions for the brand in an increasingly competitive weight loss market, and in light of the important role played by online and social media channels.

Bronwyn Stubbs, Weight Watchers PR Manager, explains more about the strategic importance of PR to the Weight Watchers business:

“Weight Watchers continues to perform well in Australia and New Zealand and this year has been particularly successful for both thebusiness and our members, with the introduction of the revolutionary ProPoints system, a new campaign execution and national experiential activity.  The focus going forward will be to maintain and cement our brand positioning, alongside showcasing the benefits of Weight Watchers to new, lapsed and committed members.  A strategic partner with expertise in publicity, and conversation generation, is essential for a brand where word of mouth recommendation is of paramount importance. This, and the sound strategic thinking demonstrated by One Green Bean, formed the rationale behind our decision to award them our retained business.”

Kat Thomas, Managing Director, One Green Bean, shared her excitement of working with the Weight Watchers brand:

“Weight Watchers is a brand that is incredibly rich inheritage, yet one that maintains a contemporary and fresh approach when it comes to helping people to lose weight. It’s this unique combination and a commitment to doing things differently that makes this a really exciting client for our lifestyle team.”

Source: One Green Bean press release

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