WW appoints Adhesive as public relations agency of record

WW – the company formerly known as Weight Watchers – has appointed Adhesive as public relations agency of record for Australia and New Zealand, following a competitive pitch process.

WW relaunched to the market under its new brand in 2018. Adhesive has been tasked with educating new and exisiting consumers on how the brand has evolved to encompass weight loss and wellness, with the program now covering food, movement and mindset. The agency’s remit includes earned communications strategy, media relations and influencer partnerships.


WW relaunched in Australia in 2018

Adhesive will have dedicated teams working in Sydney and Auckland on the account.

The appointment of Adhesive follows WW hiring Nicole McInness as director of marketing and commercial in October last year.

McInnes said WW needed an agency that would bring new ideas to the table.

“As we continue to grow WW and embed our wellness and weight loss positioning, we wanted an agency that brought new ideas that would surprise and delight both our current members and new audiences alike. We are looking forward to working with Adhesive to bring those new initiatives to life and the impact they will have on people’s health and wellbeing,” she said.

Adhesive founder and director, Mike Maurice, said: “WW is a globally renowned brand with a loyal base of existing members. The problem is, younger generations generally aren’t aware of WW’s new offering and what the company now stands for; digitalisation, the app development and the broader move to encourage healthy habits, not purely weight loss.

“Our job will be to nurture the core audience while capturing the attention of a younger generation, challenge misperceptions, and educate them on why WW.”

Last week it was announced that Adhesive had been named public relations agency of record for Hootsuite. This year the agency has also been appointed by De’Longhi to manage its social media and influencer engagement.

Adhesive’s clients also include Seek, The Iconic, Sony Electronics Australia, Dyson, Allianz Worldwide Partners New Zealand, Singapore Tourism Board, Jansz Tasmania and Threat Quotient.


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