• by Amy Corr  @MediaPostOTL, September 4, 2014

New York-based agency Silver + Partners was named agency of record for Wix.com and Blink Fitness. Neither advertiser had previous agencies, as both handled consumer advertising in-house. The AOR assignment from Wix grew out of a creative project Silver + Partners was awarded earlier this year, besting several agencies for the work. Wix is a cloud-based platform that allows users to create HTML5 websites and mobile sites through its online drag and drop tools. Wix will continue to handle digital advertising in-house. "Running a small business is difficult, and you know you need a website," says Silver + Partners Chief Innovation Officer Guy Poreh. "But just the thought of building a website is, for most everyone, pure hell. Our campaign shows that we know all sorts of pains in the neck will crop up in the course of running your business; at least building your website with Wix will be easy." Wix.com spent $1.3 million on measured media in 2013, according to Kantar Media. The Blink Fitness win was also part of a formal agency review conducted by the marketer. With 35 locations in the greater New York area, the chain is the newest addition to the Equinox family.