The Cincinnati-based independent agency will be tasked with leading integrated media efforts for the supplement chain, including digital, social, programmatic, offline media and analytics. It’s unclear who was incumbent on the account.
GNC spent nearly $14 million on measured marketing in the U.S. last year, down from almost $18 million in 2017, according to Kantar Media.
“The retail landscape is changing, and we needed a partner who understands how these new dynamics impact the wellness category,” GNC senior vice president of marketing John Learish said in a statement. “It was Empower’s authoritative data-driven approach tied to a strategic roadmap for how GNC’s brand can resonate with new audiences that proved they’re the right business partner. They just get our GNC audiences, and they know how to meaningfully connect with their lifestyles.”
Empower was named media agency of record for jerky brand Jack Link’s last May and the agency’s client roster also includes Wendy’s, Bush’s, Famous Footwear, Brooks Running, PetSmart, Gorilla Glue and Ashley HomeStore.