WW (Weight Watchers) Unveils Sunrise’s Samantha Armytage As New Brand Ambassador

WW (Weight Watchers) Unveils Sunrise’s Samantha Armytage As New Brand Ambassador

WW, the new Weight Watchers, has appointed Connecting Plots as its new lead creative partner.

The relationship coincides with the announcement Sunrise’s Samantha Armytage has joined the WW family as its newest ambassador and whose weight loss and wellness journey is celebrated in their latest “It Works” campaign.

“We’re extremely proud and excited to announce our newest ambassador, Sam Armytage,” said WW managing Director in Australia and New Zealand, Mathieu Le Renard. “Working with a digitally led creative partner in Connecting Plots has opened up our potential for sharing our inspiring stories at scale.”


Armytage joined WW in January not only for support in reaching her weight loss goal, but also to develop healthy habits that could be sustained within her busy lifestyle. The campaign focuses on how WW has worked for Sam, having lost 10kg in four months she’s feeling stronger, healthier and more in control than ever.

“We’re thrilled to be working with WW, a prestigious brand with a strong purpose in helping create healthy habits that last,” said  MD of Connecting Plots, Tom Phillips, who continues “we look forward to helping WW bring to life this purpose with the work we create together.”

The campaign is rolling out across digital, social and PR.

Client: WW
GM: Mathieu Le Renard
Senior Marketing Manager: Rebecca Melville
Marketing Manager – Brand and Campaign: Bianca Hopkins Campaign Manager: Eva Nguyen

Agency: Connecting Plots
Strategic Planner: Tim Collier
Client Services Director: Andie Tickner Client Services Lead: Gemma Barr
Creative Director/Writer: Jenny Barnett
Art Director: Emmalie Narathipakorn
Senior Integrated Producer: Tania Templeton Managing Director: Tom Phillips

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