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Under new executive leadership, GNC is replacing Carmichael Lynch as the agency of record on its company's $30 million account. Taking over for the Minneapolis shop is creative lead Consigliere in Brooklyn, N.Y.; the media planning and buying shop Crossmedia, New York; and digital agency 22squared in Atlanta.
The change marks a strategic shift from the Pittsburgh nutrition company's last agency review, which led to Carmichael Lynch's hire in January 2014. In a search process that included Wieden + Kennedy, Droga5 and Deutsch, then-CEO Joe Fortunato said the company wanted to consolidate its business and "was looking for a one-stop shop that could cover all of our marketing needs, which are evolving."