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GNC has found a new agency following the demise of Arnell Group.
Carmichael Lynch will handle creative and media responsibilities on the brand, which typically spends about $30 million in media annually, according to Nielsen.
Previously, the business was split between Arnell (creative) and Cramer-Krasselt (media). But after Arnell shuttered last spring, GNC conducted an agency search that led to Carmichael Lynch, a full-service Interpublic Group shop that's based in Minneapolis.
"We have enormous respect for Peter Arnell and the integrity of his vision," said Joe Fortunato, GNC’s chairman, president and CEO.
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