• by Amy Corr  @MediaPostOTL, September 9, 2015

NBTY, a global manufacturer and retailer of vitamins, supplements and sports and active nutrition products, named Droga5 as its strategic and creative agency. The work was assigned to Droga5 without a formal pitch. Previously, the majority of NBTY's marketing efforts were done in-house. The hiring of Droga5 serves to help expand NBTY's brand presence. The agency will handle strategic and creative marketing campaigns for several of NBTY's brands, including Nature's Bounty, Sundown Naturals, Osteo Bi-Flex, Pure Protein and MET-Rx. With this appointment, NBTY is consolidating its brands within its marketing efforts. Work will begin in 2016 and include strategy development for television, print, digital and social campaigns. "NBTY has built a phenomenal business with trusted and high-quality brands that consumers love," said Jonny Bauer, global chief strategy officer of Droga5. "We're honored to work with this team at a time when they are looking to have a stronger marketing presence. NBTY has outstanding products that help people support their health and we look forward to helping them build awareness, impact and influence within the growing wellness space."