Marie Osmond can only do so much after all. In an effort to change its own approach and of course, compete with the likes of Weight Watchers and Jenny Craig, Nutrisystem has tapped Santa Monica, CA-based DonatWald+Haque as its new agency of record. The 13-year-old shop bills itself as a “leader in accountable brand advertising” and it’s perhaps the “accountable” part that attracted the weight-loss brand, which says that it chose DW+H because the agency merges strategic long-term brand-building with ROI-positive results.

Though Nutrisystem spent $297 million in measured media in 2009, the most out of the three mentioned brands, revenue fell four percent in the most recent quarter according to Mediapost. So, perhaps a jolt was necessary. In a statement regarding Nutrisystem’s choice, the company’s CMO Chris Terrill says, “DW+H was a great fit for us as they understand how to balance ‘branded response’ with telling a compelling and emotional story. For us, that meant focusing on what makes a brand like Nutrisystem so special by crafting a memorable, fresh creative approach that connects with our consumers.  In this new campaign they’ve captured the spirit of transformation that our members experience when they lose weight – and that our entire company is experiencing as we make some big changes to our business.  I’m thrilled with the campaign and  excited about the new direction this takes the brand.”

DW+H has hit the ground running it seems as a new integrated campaign already launched on Dec. 26.