Following a “multiple month review,” GNC has replaced incumbent agency Carmichael Lynch with three agencies, Adweek reports. Going forward, Brooklyn agency Consigliere will act as lead creative agency, with Atlanta based 22squared handling digital duties and Crossmedia handling media buying and planning.
Carmichael Lynch took over as agency of record in January of 2014, following a review in which former-CEO Joe Fortunato said the Pittsburgh company was “looking for a one-stop-shop that could cover all of our marketing needs.” At the time, the Minneapolis-based agency took over for creative agency Arnell and Cramer-Krasselt, who handled media responsibilities. Now, under new executive leadership, the company has clearly rethought their strategy. It is unclear if Carmichael Lynch participated in the review, as contenders were not disclosed. According to Nielsen, GNC spends approximately $30 million annually on measured media.