Curves for Women, a leading health and fitness center franchise, has named Publicis in Mid America, Dallas, as its international agency of record on an account worth $15 million to $18 million in billings.
The agency is charged with a national branding campaign and an integrated communications effort that includes direct marketing, lead generation and public relations.
Public Dialog Salt Lake City will handle direct marketing and Publicis Dialog Dallas has PR responsibilities. Optimedia Dallas will buy and plan media. All agencies are owned by Paris-based advertising conglomerate Publicis Groupe SA.
The campaign will break in January.
Founded in 1995, Curves for Women has 3,500 gyms in the United States, Canada, Mexico and Spain. A fitness center will open this summer in Britain. France and Italy are candidates for next year.
