Colenso feels the burn with Les Mills International

It’s been a difficult few months for Colenso, with Vodafone pulling the pin and moving up the road to .99 before a full pitch kicks off. But the good news is starting to filter back in: executive creative director Nick Worthington has just returned from Spikes Asia with an impressive haul of medals and it has also won the Les Mills International account. 

“It’s an exciting business to be part of, and the chance to work on an iconic Kiwi brand and success story, facing the challenge of expanding into dynamic and competitive markets, is fantastic,” says managing director Nick Garrett. “There was an instant chemistry with the LMI team from day one. Their enthusiasm and passion was infectious and we are excited about the opportunities ahead.”

The work for Les Mills International, which won the export award at this year’s TVNZ-NZ Marketing Awards for Sh’Bam and CX30, will support its international expansion, with a particular focus on growing the US market, and will touch on most disciplines, with a heavy business-to-business focus for a network of international instructors and health clubs, and also involve consumer-facing communications.

Andrew Young, the new marketing director of Les Mills International, says it was important to find an agency with global presence and insights that could provide creative expertise in key offshore markets.

“Our global marketing team is based in Auckland, but our collateral needs to reflect our very different consumer groups. That means providing sales and marketing resources that meet the needs of 14,000 licensed clubs, 90,000 plus instructors, and millions of gym members across 80 countries … The fitness industry is highly competitive, so we need to show club owners and club members that our programmes deliver amazing results, based on innovation and ongoing creativity. Our brand is all about challenge and inspiration – that’s the magic of Les Mills that we need to showcase to the world.”

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