GNC Taps Carmichael Lynch for Creative and Media

Company Spent $33 Million on Domestic Measured Media in 2012

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GNC has moved media and creative to Carmichael Lynch following a competitive review.

"Carmichael Lynch has a history of building emotional connections with consumers that drive passion for the brand and business results," said Tom Dowd, exec VP-chief merchandising officer and general manager of GNC. "Their big idea will help further elevate GNC as a strong lifestyle brand, appealing to a much broader audience."

'Respect Yourself'
'Respect Yourself'

The brand last year credited Peter Arnell with directing and photographing the video, print and communications for its "Respect Yourself" campaign. He was also credited with leading all marketing and communications along with the GNC team.

The company had previously shifted its account to McKinney, which beat out Doner and 22squared in late 2011. And a few months later it awarded Edelman its PR business following a competitive review. Both agency shifts were led by Jeff Hennion, who left his role as chief marketer in October 2012. In the interim, GNC quietly parted ways with McKinney after working together for less than a year and producing just a few marketing assignments. Edelman is also no longer working with the retailer.

Mr. Dowd currently oversees marketing for the company, according to his LinkedIn profile.

In the past, Cramer-Krasselt had supported some media buying for the brand. The company spent $33 million on measured media in the U.S. in 2012, according to Kantar Media.

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