Mercerbell And Performics Win Collective Wellness Group’s Anytime Fitness Account

Mercerbell And Performics Win Collective Wellness Group’s Anytime Fitness Account
B&T Magazine
By B&T Magazine



Collective Wellness Group has appointed MercerBell and Performics to develop and execute their marketing strategy across both B2B and B2B2C environments.

In what is another winning example of Publicis Groupe’s connected platform approach, MercerBell, Australia’s leading customer experience agency, and Performics, an industry-leading performance-based marketing agency, partnered to deliver an end-to-end solution for the Collective Wellness Group.

The work will leverage MercerBell’s tools for predicting customer behaviour in conjunction with Performics’ intent-based planning to deliver the right message at the right time in the right channel for the consumer. All with the aim of driving engaged leads to franchisees.

The majority of the work will be focused on the continued growth of the Anytime Fitness brand across Australia.

Boasting Australia’s largest fitness community, the gym chain has over 500 clubs throughout the country and over 4,500 worldwide. 

Xtend Barre and Orangetheory Fitness are two growth brands within the portfolio that are looking to expand significantly in the near future. They will also form part of the remit. 

Collective Wellness Group CMO, Emily Thompson said: “We know that being healthy means something different to everyone, and for many people, it’s not easy to have a healthy lifestyle in the busy world we live in.

“We want to make our brands the most accessible in the fitness industry to help improve the physical and mental wellbeing of Australians, and we’re delighted to appoint Publicis Groupe to help us on this mission.”

Thompson added: “Their focus on customer experience, impressive approach to creative and content, alongside performance media driven by consumer intent, will support the growth of our 550+ franchise locations across the country.”

MercerBell and Performics already work together on a number of brands within Publicis Groupe.

Collective Wellness represents a significant opportunity for both agencies to create work that breaks through the “sea of sameness” in the fitness category and delivers both immediate and long-term results that are highly measurable.   




Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]