Planet Fitness hires Publicis unit as new AOR

“This is the opportunity to more closely align,” says Jeremy Tucker, chief marketing officer at Planet Fitness, noting the integration of national and local marketing will help scale the business. “There was a lot of fragmentation and duplication.” The chain says that by centralizing its marketing spend with Publicis Groupe from its prior 16-agency lineup, Planet Fitness will deliver roughly 20% more efficiency in its marketing spend, which will result in at least $40 million in incremental media investment in the first year of the new relationship.

New work will debut on New Year’s Eve, when the fitness chain is

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