WW, the new Weight Watchers, has appointed Connecting Plots as their new lead creative partner.

The relationship coincides with the exciting announcement that one of Australia’s much-loved broadcast journalists, Samantha Armytage, has joined the WW family as its newest ambassador and whose weight loss and wellness journey is celebrated in their latest “It Works” campaign.

“We’re extremely proud and excited to announce our newest ambassador, Sam Armytage” says Managing Director of WW in Australia and New Zealand, Mathieu Le Renard. “Working with a digitally led creative partner in Connecting Plots has opened up our potential for sharing our inspiring stories at scale.”

With her demanding travel schedule and 3am wake up calls, Armytage found healthy habits slipping down in her list of priorities. Sam joined WW in January not only for support in reaching her weight loss goal, but also to develop healthy habits that could be sustained within her busy lifestyle. The campaign focuses on how WW has worked for Sam, having lost 10kg in 4 months she’s feeling stronger, healthier and more in control than ever.

“We’re thrilled to be working with WW, a prestigious brand with a strong purpose in helping create healthy habits that last. ” Says MD of Connecting Plots, Tom Phillips, who continues “we look forward to helping WW bring to life this purpose with the work we create together.”

The campaign is rolling out across digital, social and PR.