Massage Envy Trades Hometown Agency for San Francisco Shop - Adweek

[massage - Google News]

Some wins are more satisfying than others. But you'd love to be the planner leading research on Venables, Bell + Partners' newest account.

Why? Because it's a chain known as Massage Envy Spa. Cited by Forbes as one of the Top 20 Franchises for the Buck, the company has more than 1,000 locations and is looking to ramp up marketing with the hiring of a new lead agency.

The San Francisco-based shop got the assignment after a pitch against Eleven and Red Tettemer, according to sources. Roth Observatory International managed the search.

According to Massage Envy's initial request for proposals, the company spends about $15 million annually on national media. And that figure could grow if franchisees pick up the new agency's ads and buy time for them in local markets, where they already spend about $40 million a year. Venables, Bell + Partners and Massage Envy declined to discuss spending plans.

In a statement, Debbie Gonzalez, the chain's new chief brand officer, said that with the hiring of Venables, "We want to continue to build the Massage Envy Spa brand and inspire more people to integrate massage and skin care into their wellness routine."

Previously, Lavidge in Phoenix handled creative and media responsibilities for the Scottsdale, Ariz.-based company. And before the creative pitch, Massage Envy shifted its media business to Carat in Chicago.

To develop new strategic positioning for Massage Envy, Venables will partner with its customer experience consultancy, known as VBP Orange. Other core agency accounts that Orange works on include Audi and Phillips 66.