A. Eicoff & Company will manage DRTV marketing initiatives for Bally Total Fitness, the advertising agency said yesterday.
Financial details of the agreement between A. Eicoff, Chicago, and Bally were not disclosed. In a statement, Bally chief marketing officer Martin Pazzani said that in addition to A. Eicoff the fitness center chain would seek other new partnerships in its effort to increase membership.
Bally's other marketing providers include Foote Cone & Belding Chicago for branding and macro-marketing strategy, general media market agency Initiative Media Worldwide and The MWW Group for public relations. Foote Cone & Belding Chicago remains Bally's lead advertising agency.