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GNC, in its decision to split its ad business among three shops, has abandoned a bundled model after just a year.
In early 2014, the retailer consolidated its creative and media business at Carmichael Lynch, after working with the duo of Arnell (creative) and Cramer-Krasselt (media). Ah, but that was under a previous CEO, Joe Fortunato, who in August was replaced by Michael Archbold.
So, now three shops are better than one (or two), as Consigliere becomes lead creative agency, 22squared takes on digital advertising and Crossmedia inherits media planning and buying.
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