GNC Holdings Appoints Three New Shops To Its Agency Roster

Pittsburgh-based health and wellness company GNC Holdings has appointed three new agencies to handle the firm’s ad assignments going forward after a review. 

Consigliere, with offices in Brooklyn, NY and Greenwich, CT has been selected for brand management and creative advertising. New York-based CROSSMEDIA has been selected for media and communications planning chores while 22Squared has been appointed as the company’s new digital and social media agency. 

GNC spent an estimated $43 million on ads in 2014, down from about $50 million in 2013, according to Kantar. 

The incumbent for creative advertising and media work was Minneapolis-based Carmichael Lynch, part of the Interpublic Group. The shop was appointed by GNC in January of 2014. Last fall GNC hired Jeffrey R. Hennion as its new Chief Marketing and e-Commerce Officer. 



A Carmichael Lynch rep said, “We declined to participate in the recent review and wish them well as they move forward.” 

Of the new appointments, Hennion stated, “In our relentless quest to search for innovative ways to connect our customers… GNC is focused on ensuring we have the right marketing partners.” He added that  “Each of the agencies that competed to be a part of our team presented sound ideas, but these three companies demonstrated a deep understanding of our business, strong expertise in their respective areas and the ability to work with our highly collaborative and data driven marketing group.”

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