• by Amy Corr  @MediaPostOTL, October 16, 2014

Medifast, a manufacturer and provider of clinically proven weight-loss products and programs, tapped GKV, as its agency of record, following a review. Most recently, Medifast did not have an agency of record. The agency will work with the brand to develop Mediafast's 2015 multimedia campaign. GKV will handle market research, strategic planning, branding, creative -- both online and offline -- and direct response elements. "From the start of this very competitive review process, GKV's passion for our business and our brand came across loud and clear," said Brian Kagen, executive vice president/chief marketing officer of Medifast. "The GKV team demonstrated a strong knowledge base of the category, compelling concepts to grow each of our business segments, and a commitment to providing the resources and professionals we need to succeed in the future. We are excited to further expand our capabilities and leverage the many initiatives and innovations in our pipeline." Medifast spent $25.1 million on measured media in 2013, down from $27.5 million spent in 2012, according to Kantar Media.