Bally Total Fitness tapped Starcom MediaVest Group's Starcom Worldwide for brand media planning and buying and Halogen for direct response responsibilities.
Starcom's ability to weave general market media with direct response to adjust ad spend based on consumer and market conditions is said to have been a major factor in the win. Incumbent Initiative, Chicago, an Interpublic Group of Companies firm, did not join the review. Pitch consultant Jones Lundin Beals, Chicago, advised Bally in the three-month search for a new media shop.
Halogen's Chicago office will work on the direct account. Like its Starcom Worldwide sister unit, Halogen will use the appropriate media to help Bally communicate its total fitness theme to consumers.
Bally is the nation's leading operator of fitness centers. Its 4 million members are spread across 440 gyms in 29 states, Canada, Mexico, South Korea, China and the Caribbean. Company brands are Bally Total Fitness, Crunch Fitness, Gorilla Sports, Pinnacle Fitness, Bally Sports Clubs and Sports Clubs of Canada.