GNC To Consolidate at Y&R

NEW YORK — General Nutrition Cos. is expected to consolidate its advertising and marketing services efforts at Young & Rubicam in Chicago, sources said. The company spent nearly $30 million in measured media last year.

The shop leveraged a relationship with GNC parent Royal Numico to get in front of GNC and managed to sell the Pittsburgh, Pa. client on an array of services, including advertising and direct marketing, said sources. The shop is said to be in final negotiations to handle the business.

The agency declined comment and the client could not immediately be reached.

In the past year, GNC has used several shops, including Marc USA and Ten United, both in Pittsburgh, and TBWA\Chiat\Day in New York. TBWA\C\D was hired in March to work on in-store graphics and signage — a project that the agency completed in August.

In June, former Nordstrom Product Group evp Michael Tam became evp, chief marketing officer at GNC. Last month, Tam said the company was handling its marketing needs in house and was “kind of on hold” in terms of finding a marketing partner (Adweek, Sept. 30).