AKQA wins Fitness First global digital account

LONDON - AKQA has won the global digital account for the world's largest health club operator Fitness First.

Fitness First…awarded AKQA its global digital account
Fitness First…awarded AKQA its global digital account

The agency beat RMG Connect in the final shoot-out after a three-month pitch process. AKQA has been briefed to develop a global digital strategy, including a website, advertising, customer communications and mobile, across 18 territories.

The agency's new division, MS&A, has also been appointed to handle media search and analytics.

Guy Wieynk, the European managing director of AKQA, said: "We are delighted by this global appointment. It is a really exciting brand with huge potential to deliver real value to its members through digital experiences, as well as attract a new universe of customers."

The appointment of a digital agency follows a review of its above-the-line account, which is currently down to the final stages. Fitness First, whose first club opened in 1993, was acquired by the private equity group BC Partners in 2005 for £835 million.

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