McCann wins pan-European Weight Watchers account

McCann Erickson has picked up the pan-European advertising account for Weight Watchers without a pitch.

The network already works with the brand in the US and the move is part of a global alignment. It secured the business in April 2007, following a pitch against DDB, BBDO and Deutsch.

The business will cover the UK, as well as key European markets. It will be run out of the London office. The brand spent £8 million on UK media last year, according to Nielsen.

Euro RSCG, the UK incumbent on the account, won the business in September 2006, after a pitch against Isobel and CHI & Partners.

This is the first time that Weight Watchers has used one agency across Europe and it is expected that McCann will draw up a unified advertising strategy. This is likely to cover the creation of a campaign based around retaining existing members, while increasing subscriptions by making the offering more relevant to today's dieters.

A similar concept has been implemented by McCann in the US, where the agency came up with the strapline "Stop dieting, start living" in order to promote a sensible approach to dieting.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).