Weight Watchers International is plotting a major shake-up of its media strategy as it looks to build its digital services after emerging from a Chapter 11 bankrupty filing last year with the appointment of Omnicom Media agency Hearts & Science to handle its international planning and buying business.
The agency, whioch has already started work, is leading both brand and performance media in nine markets across Western Europe, Australia/New Zealand and Canada. The UK and Germany are taking on the lead agency role and coordinating teams across Belgium, France, Sweden, Switzerland, The Netherlands, Canada, and Australia/New Zealand.
Weight Watchers has recently undergone a major financial transformation, completing a Chapter 11 bankruptcy process to address huge debt and adapt to the rise of “fat-jabs” like Ozempic and Wegovy.
The company filed for Chapter 11 bankruptcy in May 2025, primarily to eliminate $1.15bn in debt that it had been struggling with for decades but successfully emerged from bankruptcy on June 24 2025, after a swift 40-day reorganisation process.
The company is now focusing on its digital app, expanding its telehealth services and also offering fat-jabs itself as it adapts to the changing market.
Weight Watchers vice-president of international marketing Charles Quartey said: “We needed an agency who could hit the ground running ahead of the crucial New Year period. We had no hesitation in speaking to Hearts & Science first.
“I know from past experience working with the London and German teams that Hearts offers the right combination of speed, agility, brand and performance expertise to help us reach new and returning members and maximise the impact of our media investment.”
Hearts & Science chief executive Garrett O’Reilly added: “Weight Watchers is one of those globally‑renowned heritage brands that every agency wants to have on their books.
“Despite being a household name, it occupies a rare space in which we are able to drive broad awareness while also operating with highly targeted local precision across multiple territories. This is where the deep regional media insights held across the Hearts network – combined with our brand, data and performance expertise – will play a defining role.”
The Weight Watchers win comes on the heels of Hearts & Science taking on the TK Maxx European media account at the end of 2025.
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