Commentary

Empower Reels In GNC Media Account

Health and supplement retailer GNC Holdings has selected Empower as its Media agency-of-record. 

Empower is tasked with leading integrated media efforts, including digital, social, programmatic, offline media and analytics. 

GNC spent about $14 million on measured media last year, down from about $18 million in 2017, according to Kantar Media. 

GNC is the second retail account reeled in by Empower this year. Earlier, it won Pet Smart. Both add to the agency’s roster of retail clients that also includes Ashley HomeStore and Famous Footwear. 

The GNC business will be led out of the agency’s Cincinnati headquarters.

“The retail landscape is changing, and we needed a partner that understands how these new dynamics impact the wellness category,” said John Learish, senior vice president of marketing, GNC. 

Helping to tip the scale was the agency’s data-driven approach “tied to a strategic roadmap for how GNC’s brand can resonate with new audiences,” added Learish.

 

 

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