UK gym operator LA fitness has announced the appointment of Bloom as its agency of record, following a competitive pitch process.
Bloom has now been tasked with integrated member campaigns, including brand development, digital marketing, above-the-line activity and membership communication.
Current Britain’s Got Talent judge and former Strictly Come Dancing judge and winner Alesha Dixon is creative director of the fitness chain following a four-year profit-sharing deal agreed in 2009. Dixon’s role with the gym operator sees her working with the LA fitness board to devise new dance and exercise routines and advise on health and fitness, as well as being the face of the company.
LA fitness marketing director Tony Orme said of the appointment: “Bloom gave us a fresh integrated approach that will streamline campaign delivery, is creatively very strong and underpins everything with commercially focused digital thinking.”
Neil Lockwood, group client services director of Bloom, added that the account was “a significant win for Bloom”.