Agency Republic's brief is to raise awareness of the website and its subscription offerings. These include a service for those who can't attend meetings and eTools, a paid-for package to enhance meetings. The agency will oversee all areas of the activity, having picked up the business in a pitch before Christmas.
It is also looking to create links with some of the UK's busiest web sites to reach a broader range of members. It intends to improve its targeting after previously relying on broad-based banner ads.
The work follows the appointment of James Hilton as head of marketing last October. He joined from MGM's defunct online gaming site.
At Weight Watchers he is responsible for areas including advertising, e-CRM, PR and research.
The company uses Leo Burnett to handle its advertising. The agency launched its first TV campaign for the Heinz-owned brand this month.
The "noooooooo!" ads spoofed Hollywood action films by featuring friends of those on the Weight Watchers diet trying to save them from eating fattening food.
The ads show that by eating food from the Weight Watchers range, dieters don't have to avoid all the foods that are often perceived to be bad for dieters.
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