JWT picks up Weight Watchers.(JWT Label to handle Weight Watchers' advertising account)

Label beats CHI and DLKW to create an ad campaign for Britain's most popular slimming club.

JWT Label has won the Weight Watchers account, beating Clemmow Hornby Inge and Delaney Lund Knox Warren & Partners.

Label, which specialises in female brands, has been charged with creating a campaign to encourage people to become members at their local Weight Watchers club.

Weight Watchers called a review in February 2005 when the design agency Frog, which was the incumbent on the pounds 7 million account, resigned the business.

The appointment of JWT Label follows a European repackaging of the Weight Watchers product range, which is owned by Heinz. The repackaging was created by the Omnicom-owned branding consultancy Interbrand. JWT Label will not, however, produce ads for the range.

Lindsey Clay, the deputy managing director of JWT, commented: 'This is further proof of JWT's creative firepower. Weight Watchers is a powerful brand with a particular relevance in the current debate around the nation's eating habits. We look forward to working with it.'

Label, which also manages advertising for Rimmel and Glamour magazine, will be working on Weight Watchers at a critical time for the brand. The UK's most ...