GNC Replaces Carmichael Lynch With 3 Shops

Consigliere, Crossmedia and 22squared

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." Last August, Fortunato was out at the company and replaced by Michael Archbold, a one-time president and COO of The Vitamin Shoppe.

GNC said its new agencies were selected after "a multiple-month review" with undisclosed contenders. A Carmichael Lynch rep declined to comment.

Before GNC's business was moved to Carmichael Lynch last year, it was split between creative shop Arnell Group, until it closed in 2013, and Cramer-Krasselt for media.

In February, GNC reported that same-store sales dropped 3 percent in the fourth quarter on flat revenue of $444 million.