News & Press / September 23, 2020

Pavone Becomes Creative & Digital Agency of Record for Medifast

Marketing agency Pavone, a wholly owned subsidiary of ICOM member Pavone Marketing Group (PMG), has announced a partnership with Medifast. The company awarded its business to Pavone following a competitive review, making the Philadelphia and Harrisburg-based shop the brand's creative and digital agency of record.

Medifast is the company behind one of the fastest-growing health & wellness communities, OPTAVIA®, which offers Lifelong Transformation, One Healthy Habit at a Time®. OPTAVIA is an innovative lifestyle approach that supports holistic health through four key components: independent OPTAVIA Coaches, the OPTAVIA Community, the Habits of Health® Transformational System, and Scientifically Developed Products and Clinically Proven Plans.

As Medifast continues to expand and invest in its digital presence, it has tapped Pavone to help evolve the OPTAVIA brand, with a heavy emphasis on integrated digital marketing campaigns and social media. The agency is developing creative to support the OPTAVIA Coach Community, the brand’s first-ever digital acquisition program, and packaging and positioning for new products and platforms.

"As digital becomes an increasingly important part of our marketing strategy, we knew we needed an agency that had prowess in the space and was rooted in insights and effective creative design,” said Medifast Chief Marketing Officer Tony Tyree. “Pavone’s unique experience, team and digital skill set will play an integral part in our marketing strategy, and most importantly, help us advance our mission by creating health & wellness in more people's lives."

Michael Pavone, CEO of PMG said, "Together, we will develop new strategies to help position OPTAVIA as a prominent leader in making the world a healthier place."