Leeds independent agency Boutique, has been appointed by US-HQ’d health and fitness brand Bowflex to lead its multichannel marketing activity in the UK.
The retained brief spans Boutique’s full agency offering, bringing together brand strategy, paid media, digital, PR, organic and paid social and influencer marketing under one integrated account.
Activity will initially focus on growing awareness and consideration of Bowflex’s treadmill range, before expanding across the brand’s wider fitness portfolio.
Boutique will lead paid media across print, digital, out-of-home, audio and podcasts, alongside SEO and wider digital activity. The agency will also deliver a newsmaking programme of PR alongside organic and paid social activity, including creator and influencer partnerships.
As part of the appointment, Boutique will develop a new brand strategy and platform for Bowflex, designed to provide a consistent foundation for advertising creative and communications across all channels.
The account represents a seven-figure overall marketing investment and will see specialist teams from across Boutique working together against shared brand and commercial objectives.
The win adds Bowflex to Boutique’s growing portfolio of retained clients, which includes professional haircare brand Neal & Wolf, nursery provider Kids Planet, household goods business Ultimate Products and cleaning specialist Astonish.
Simon Bollon, founder at Boutique, said: “Bowflex is exactly the kind of integrated brief we want to be working on. It gives us the opportunity to bring every part of Boutique together around one clear growth challenge, with each of our specialist teams all working towards the same objective.
“There is already significant awareness and heritage behind the Bowflex name, but there is a major opportunity to strengthen its relevance with British consumers and create a more connected brand experience across every touchpoint. This is about building a platform that can support the entire Bowflex portfolio and give the brand a strong foundation for long-term growth in the UK.”
Danny Oliver, UK managing director at Bowflex, added: “We were looking for an agency that could think beyond individual channels and bring together brand building and performance in a genuinely integrated way.
“Boutique demonstrated a strong understanding of both our commercial ambitions and the opportunity for Bowflex in the UK market. Having PR, social, influencer, media, digital and strategy working together under one team gives us the consistency and agility we need as we invest in the next phase of brand growth.”
