GNC tapped IPG-owned Carmichael Lynch to handle its creative and media work. The Arnell Group previously handled creative chores and Cramer-Krasselt handled media duties. “Carmichael Lynch has a history of building emotional connections with consumers that drive passion for the brand and business results,” said Tom Dowd, executive vice president, chief merchandising officer and general manager of GNC. “Their big idea will help further elevate GNC as a strong lifestyle brand, appealing to a much broader audience.” The new campaign is slated to launch in the spring. GNC spent $41 million on measured media between January and September of 2013, according to Kantar Media.