Interpublic Agencies Lift $95 Million Nautilus Account
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.
