After being named Adweek’s Breakthrough and International Agencies of the Year, Gut keeps winning. Gut Miami has been appointed global AOR for WeightWatchers, following a competitive review that was conducted in-house.
The agency will be responsible for collaborating with the brand team to launch U.S. and global campaigns supporting the portfolio of products, providing ongoing brand strategy guidance and overseeing production.
The Miami-based agency will also help manage ideas, messaging and executions for the legacy weight loss brand, along with creative leadership on WeightWatchers’ efforts to disrupt, differentiate and reintroduce itself to the marketplace. Gut will advise on creative effectiveness to further focus on building current and potential consumer trust, credibility and affinity for the brand.
“We wanted to find a partner who could help us transform our business, disrupt ourselves, build our brand for the long term and ultimately positively impact the lives of millions of people looking to find optimal solutions for their weight health,” said Amanda Tolleson, global chief marketing officer at WeightWatchers.
The decision to partner with Gut comes at a time when WeightWatchers is looking to strengthen its position in the clinical, behavioral and digital weight healthcare landscape, following its entrance into the clinical telehealth space earlier this year. The company acquired Sequence, a subscription telehealth platform for chronic weight management, for $132 million, which helps them compete with prescription weight loss drugs like Ozempic.
Gut Miami has already been working behind the scenes with WeightWatchers on a number of projects and is looking to launch a larger campaign in early 2024.
“We’re very focused on making sure our brand is relevant, embedded in culture and attracting a next generation of WeightWatchers members,” said Tolleson.
Finding the right fit for an expanding business
WeightWatchers, which was called WW from 2018 until last year, has made the leap into telehealth with Sequence to help those dealing with obesity, and the company now sees itself as one that covers the “full weight health spectrum, from overweight to living with obesity,” according to Tolleson.
To help communicate that to the public and potential clients, Tolleson, who has been at WeightWatchers a little over a year, wanted to find the right agency partner, so she took the time to think through the needs of the company, how it needed to communicate the portfolio of offerings, and how it could take the brand global. It found that in Gut.
