ariMarketing News
Sunday, June 29, 2025
Want Traffic?
  • Home
  • Entrepreneurship
  • Marketing
    • Digital Marketing
    • Mobile Marketing
    • Content Marketing
    • B2B Marketing
    • B2C Marketing
    • Email Marketing
    • Video Marketing
  • Social Media
  • SEO
  • AI
  • Graphic Design
  • PR
  • Videos
  • More
    • Sales Conversion
    • Website Development
    • Traffic/Lead Generation
No Result
View All Result
  • Home
  • Entrepreneurship
  • Marketing
    • Digital Marketing
    • Mobile Marketing
    • Content Marketing
    • B2B Marketing
    • B2C Marketing
    • Email Marketing
    • Video Marketing
  • Social Media
  • SEO
  • AI
  • Graphic Design
  • PR
  • Videos
  • More
    • Sales Conversion
    • Website Development
    • Traffic/Lead Generation
No Result
View All Result
ariMarketing News
No Result
View All Result
  • Marketing
  • Social Media
  • SEO
  • Entrepreneurship
  • AI
  • Graphic Design
  • Public Relations
  • Sales Conversion
  • Website Development
  • Traffic/Lead Generation
  • Videos
Home Marketing B2B Marketing

Planet Fitness walks back bespoke Publicis team

September 2, 2022
in B2B Marketing
103 8
A A
0
21
SHARES
692
VIEWS
Share on FacebookShare on Twitter

  • Less than a year after consolidating its $200 million business with a bespoke Publicis unit, “Team Lift,” Planet Fitness confirmed in an email to Marketing Dive that it is returning to its previous agency, Barkley, as AOR and will move its media business to Crossmedia.
  • The consolidation last year was intended to leverage efficiencies that could be reinvested into the brand. The CMO who engineered the strategy, Jeremy Tucker, left the company in May.
  • Team Lift will continue as one of Planet Fitness’s local marketing agencies, in addition to Moroch and Zimmerman. The move comes as fitness brands try to lure customers they may have lost during the pandemic.

One of the largest fitness chains in the country, Planet Fitness moved its business to Team Lift in September 2021 as a way to build scale, efficiency and more data-driven-decisioning in local and national markets. Apparently, company executives felt that approach was not going to bear fruit. 

“After careful evaluation of our marketing agency structure, we determined that transitioning to a new Agency of Record for national marketing is the best path forward to meet the needs of our business and drive the success of our marketing efforts now and into the future,” said McCall Gosselin, Planet Fitness’s senior vice president of communications, in a statement. “We have a longstanding relationship with the Barkley team and are confident in their proven track record and ability to continue to elevate the Planet Fitness brand.”

Barkley, an independent agency based in Kansas City, Missouri, was previously Planet Fitness’s AOR from 2019-2021. The shop is already driving the current national creative strategy and working on the brand’s national marketing plans for 2023. Team Lift will continue to handle national media planning and buying through the remainder of the year. At the beginning of next year, Crossmedia will take over national media and Team Lift will be part of a group of agencies handling local marketing.

Publicis’s Team Lift launched Planet Fitness’s “Feel Fitacular” campaign at the turn of the New Year, which is typically a very heavy time for fitness marketing. Commercials featured celebrities including William Shatner, Jane Krakowski and Dennis Rodman. The campaign continued during this year’s Super Bowl with a spot featuring Lindsay Lohan.

The “Feel Fitacular” campaign directly addressed the effects of the pandemic, noting that physical fitness is closely tied to psychological health. 

A number of fitness brands have been ramping up their marketing as the country emerges from pandemic-enforced isolation. Soul Cycle, for instance, offered to exchange a number of in-studio classes for used Peloton bikes as a way to get people back to riding together. Peloton, meanwhile, has experienced several business setbacks after being one of the early stars of the pandemic as people sought ways to work out at home. The brand recently announced it would outsource the manufacturing of its bikes as part of a turnaround effort and featured a nude Christopher Meloni in its new campaign.

The Planet Fitness shift back to an independent agency is likely to be closely watched by brands and agencies for its potential implications regarding agency relationships more broadly. Several holding companies have created bespoke agency teams — drawing talent from their various agencies — to handle large clients. Planet Fitness’s shift to an independent agency may demonstrate that the bespoke model is not a be-all and end-all solution. 

In a May earnings call, Planet Fitness CEO Chris Rondeau acknowledged the company had “experienced some challenges with our national and local marketing and advertising agency consolidation efforts.” However, at the time, he continued to stress that the “long-term benefits” of its consolidation outweighed the “near-term disruption.”

Until, apparently, it didn’t.

Read the full article here

Subscribe to our mailing list to receives daily updates!

We won't spam you

Previous Post

10 Tips On Effective Email Marketing For Mobile Apps in 2022

Next Post

Netflix secures 2 Snap execs to spearhead advertising push

Related Posts

Omnicom-IPG merger clears key regulatory hurdle focused on ad boycotts
B2B Marketing

Omnicom-IPG merger clears key regulatory hurdle focused on ad boycotts

June 24, 2025
Why Disney’s Compass seeks true north in data collaboration
B2B Marketing

Why Disney’s Compass seeks true north in data collaboration

June 17, 2025
PepsiCo taps VaynerMedia to evolve in-house agency model
B2B Marketing

PepsiCo taps VaynerMedia to evolve in-house agency model

June 16, 2025
Can Acxiom and Snowflake break the data black box where others failed?
B2B Marketing

Can Acxiom and Snowflake break the data black box where others failed?

June 16, 2025
Publicis deepens AI transformation services with help from Nvidia
B2B Marketing

Publicis deepens AI transformation services with help from Nvidia

June 11, 2025
EY merges design, creative, CX and AI services into EY Studio+
B2B Marketing

EY merges design, creative, CX and AI services into EY Studio+

June 9, 2025
Leave Comment

Subscribe to our mailing list to receive updates and special offers!

We will NOT span you!

Check your inbox or spam folder to confirm your subscription.

Latest Articles

DoorDash parodies horror classics in pitch to budget-crunched parents

DoorDash parodies horror classics in pitch to budget-crunched parents

June 27, 2025
Campaign Trail: Neutrogena’s ‘90s nostalgia pulls the rug on aging consumers

Campaign Trail: Neutrogena’s ‘90s nostalgia pulls the rug on aging consumers

June 27, 2025
Sociable: Pinterest shares tips for aligning Pin listings with visual search

Sociable: Pinterest shares tips for aligning Pin listings with visual search

June 26, 2025
LG continues positivity push with AI-powered ‘Radio Optimism’

LG continues positivity push with AI-powered ‘Radio Optimism’

June 26, 2025
Vital Farms cooks up sponsorship, custom ad for Hulu hit ‘The Bear’

Vital Farms cooks up sponsorship, custom ad for Hulu hit ‘The Bear’

June 26, 2025

Latest Marketing and Entrepreneurship news and articles from the most trusted sources, follow us to get the latest news and tips directly to your inbox.


Learn more

Sections

  • Artificial Intelligence
  • B2B Marketing
  • B2C Marketing
  • Content Marketing
  • Digital Marketing
  • Email Marketing
  • Entrepreneurship
  • Graphic Design
  • Mobile Marketing
  • Public Relations
  • Sales Conversion
  • SEO
  • Social Media
  • Traffic/Lead Generation
  • Uncategorized
  • Video Marketing
  • Videos
  • Website Development

Newsletter

Subscribe to our mailing list to receive updates and special offers!

We will NOT span you!

Check your inbox or spam folder to confirm your subscription.

  • Privacy
  • Terms
  • Press Release
  • Advertise
  • Contact

© 2022 ariMarketing - All rights reserved.

No Result
View All Result
  • Home
  • Entrepreneurship
  • Marketing
    • Digital Marketing
    • Mobile Marketing
    • Content Marketing
    • B2B Marketing
    • B2C Marketing
    • Email Marketing
    • Video Marketing
  • Social Media
  • SEO
  • AI
  • Graphic Design
  • PR
  • Videos
  • More
    • Sales Conversion
    • Website Development
    • Traffic/Lead Generation

© 2022 ariMarketing - All rights reserved.

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In
This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.