• by Amy Corr  @MediaPostOTL, January 14, 2016

GKV has expanded its partnership with Medifast, a manufacturer of weight-loss products and programs. GKV was named Medifast's agency of record in late 2014, charged with market research, strategic planning, branding and creative development, including TV, radio, print, digital and direct response advertising. The agency added media planning and buying duties in late 2015 and began 2016 with the addition of social media strategy development and execution. "The addition of the media planning and buying and social media capabilities to the work GKV already does for Medifast is a natural evolution of our partnership," said Brian Kagen, executive vice president/chief marketing officer of Medifast. "We look forward to working with GKV on the integration of the creative campaign work alongside media planning and social strategy to deliver a comprehensive go-to-market approach." Added Roger L. Gray, chairman and CEO of GKV: "GKV is honored to be awarded these elements of Medifast's integrated marketing program." Medifast spent $27.1 million in measured media in 2014 and $11.4 million the first nine months of 2015, according to Kantar Media.