VCCP picks up Fitness First creative

Fitness First has appointed creative agency VCCP as its lead brand and strategic agency, replacing the incumbent MercerBell, Mumbrella can reveal.

VCCP managing director Peter Grenfell confirmed the appointment, saying: “Fitness First is a business that has made a huge investment and transition over the last 18 months to re-invent both their brand and, as importantly, their customer experience. So it’s a great time to be working together to share their story.”

Fitness First rebranded in January last year as it aimed at addressing a reputation of being “Finance First”.