Hasta La Creative!

A year ago, Massage Envy was a brand in crisis, plagued by some 200 accusations of sexual assault of customers at its facilities. Since then, the 1,200-unit chain has implemented new safety measures to reassure consumers, and it is now ready to push a brand awareness campaign.

“A few bad apples put us in the headlines in a not-so-positive way,” says Kathy Collins, who joined the Scottsdale, Arizona-based brand as chief marketing officer last July, noting that she came onboard in order to “take all the good in this brand and blow that up.”

Last year, Collins tapped Fallon as Massage Envy’s agency-of-record after she worked with the Minneapolis-based shop at H&R Block. A series of ads designed to challenge the perception that massages are a luxury only for the affluent by conveying them as a routine necessity for a healthy life, debut next week. The chain is budgeting between $20 million and $25 million on the media for the new push, more than previous efforts which cost between $16 million and $20 million, Collins says. In 2017, Massage Envy spent $17.9 million on measured media in the U.S., according to Kantar Media.

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