Integrated communications agency WE Buchan has been appointed to handle PR for weight loss company Jenny Craig.

The win comes after a competitive pitch process and will see WE Buchan lead all PR efforts for both Jenny Craig’s classic and Rapid Results programs, including its celebrity ambassador program with Mel B, across Australia and New Zealand.

The agency review follows the appointment of Rachel Kosmala as director of marketing, who joined Jenny Craig in June to lead the company’s marketing function encompassing, brand, PR, advertising, direct marketing, local area marketing, digital and social.

Kosmala said: “WE Buchan came to us with a holistic knowledge of the weight loss space.

“They fully understood that weight loss is not just about the end destination, but the journey and subsequently delivered a unique strategy and response that was both creative and results-focused.”

“The team’s consumer brand experience, combined with their health and wellness offer and passion for our brand, made them the right fit for Jenny Craig.”

Commenting on the win, WE Buchan managing director Gemma Hudson said: “The health and wellness industry in Australia is on the precipice of significant change, according to WE’s recent Brands in Motion research.