• by Larissa Faw , April 3, 2018

After a competitive review which began with about 30 agencies, Jack Link’s Protein Snacks is appointing Omnicom’s GSD&M as its new creative and strategy AOR, responsible for the Jack Link’s product line.

The incumbent Carmichael Lynch declined to participate in the process.

Austin-based GSD&M will launch new work under this partnership in the second or third quarter. That work will include a new brand strategy and creative campaign. There is no word on whether the agency will continue the tagline Feed Your Wild Side or with the Sasquatch ads, for which the brand is well known.

At this time, media spend and specific marketing strategies are not being disclosed, although Jack Link's prior annual ad budgets have been in the $12 million range.

Carmichael Lynch handled the account for 13 years helping to build brand awareness around quirky creative that featured athletic superstars, such as NFL players Clay Matthews and Odell Beckham Jr.