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Curves International selects Dog to empower women to lead healthier lifestyles


By Michael Feeley, Founder and chief exec

March 2, 2016 | 3 min read

International fitness brand Curves International has selected Dog to undertake its digital and social marketing activity in a pan-European campaign. Working in partnership with the agency’s UK offices, the brand aims to acquire new customers and retain current members in its fitness clubs across the UK, Ireland, France, Belgium, Spain, Italy and Sweden.

Curves International operates 5000 fitness clubs worldwide.

Following a competitive pitch process, Dog is set to deliver a multidisciplinary and multilingual marketing initiative, aligned to Curves’ strategic global business objectives, harnessing paid and organic search marketing, media planning and buying, social communications and social advertising.

Tasked with raising awareness of the brand and increasing engagement between Curves and its members and target individuals throughout seven European markets, the agency will focus on delivering contextually relevant marketing and connected online experiences across several touch-points.

Maud David, marketing coordinator international at Curves, which has more than 5000 clubs worldwide in over 80 countries, said: “As the digital era has changed the way we do marketing, existing and potential members expect Curves to offer them great online customer experience. Dog will help us enhancing our members and future members' online experiences as well as rethinking our strategic approach on digital touch-points. We believe that Dog’s team has the required experience and the international project management skills to do a great job on the many upcoming projects, including paid advertising, social media, search engine optimization and influencer campaigns.”

Stephanie Lindsay, Dog’s head of marketing, said of the appointment: “Curves’ ethos centres around supporting and encouraging women to improve their health and fitness. Our approach to the brief mirrors this ethos, focusing on both the individual and the collective - inspiring individual women through relevant content, making it easy for women to find out more about Curves, and encouraging interaction with each other and the brand. We’ll be creating rich content and applying a range of multi-channel communication techniques, underpinned by testing, goal tracking and data analysis, in addition to active management throughout the campaign, to optimise performance and improve cost efficiencies.”

Magali Bourcy, client partner at Dog, added: “We’re delighted to become partners of Curves at such an exciting stage in the brand’s development. From the outset, the chemistry between teams has been great. It’s been an incredibly smooth process in laying campaign foundations, and it’s safe to say that we’re all looking forward to the coming months, working together to strengthen Curves’ position throughout Europe.”

Dog, which operates offices in the UK, Singapore and Indonesia, has experience in delivering multi-regional, multi-lingual campaigns, having previously worked with global brands including UEFA, Visit Jersey and Tourism New Zealand.

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