Interpublic Agencies Lift $95 Million Nautilus Account

Share this article:
Fitness equipment maker Nautilus Group Inc. consolidated its $95 million advertising budget yesterday with ad agency holding firm Interpublic Group of Companies Inc. as it prepares for a worldwide marketing push.


Interpublic agency Foote, Cone & Belding's Seattle office will be the lead agency on the account with responsibility for strategic planning and creative direction. Other Interpublic units such as media services firm ID Media, The Hacker Group and Marketing Corporation of America will pitch in.


There was no review. Most of Nautilus' advertising was handled in-house. Last year, Nautilus spent $95 million on advertising and $40 million through August, according to Nielsen Monitor-Plus.


This will be the first ad campaign to drive preference to the Nautilus brand, the company said. The Vancouver, WA, company suffered a recall of its Bowflex machine as well as patent litigation and job cuts, but it is in the midst of reviving its fortunes.


Advertising will begin later this quarter, promoting the Nautilus, Bowflex, SchwinnFitness and Stairmaster brands. The campaigns will support sales of these products in all channels, including direct response television and retail.


ID Media will handle media planning and buying for television, print and online media. Infomercials also are part of its charge. The firm's New York office will buy media and its Los Angeles outpost will service the client.


Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Mohegan Sun Bets on an Integrated Customer Experience

Mohegan Sun Bets on an Integrated Customer Experience

Casino and entertainment destination Mohegan Sun went all-in and overhauled its website to improve its guest experience online and on-site. The casino's payoff was big.

Former Lenovo Executive to Head Digital Marketing at Interakt

Former Lenovo Executive to Head Digital Marketing at ...

Elijah Degen brings 15 years of experience to his new role at the digital agency.

Analytics Is a CMO's Best Friend

Analytics Is a CMO's Best Friend

CMOs who want to extend their tenure should embrace analytics to improve marketing performance and enable innovation.