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GNC names new marketing partners

4/1/2015

On the heels of questions over quality control standards for its herbal supplements, GNC has announced three new marketing partners.


GNC said the new agency partners – Consigliere (brand management/creative/advertising), CROSSMEDIA (media/communications planning) and 22squared (digital and social media) – will help drive profitable growth for the brand.


"In our relentless quest to search for innovative ways to connect our customers to their best, GNC is focused on ensuring we have the right marketing partners to deliver against that promise," said Jeffrey R. Hennion, EVP and CMO at GNC. "Each of the agencies that competed to be a part of our team presented sound ideas, but these three companies demonstrated a deep understanding of our business, strong expertise in their respective areas and the ability to work with our highly collaborative and data driven marketing group."


Consigliere is an accelerator agency that specializes in the growth of ambitious consumer propositions that have included Birchbox, Harry's, StellaService and Under Armour.


CROSSMEDIA is an international media agency whose clients include KIND Snacks, Madison Square Garden and White Castle.


22squared is an independent, full-service advertising agency focused on building brand experiences that drive business results in today's ever changing media landscape.


In February, the New York attorney general sent letters to GNC and other retailers asking them to stop selling such popular supplements as Echinacea, Ginseng and St. John's Wort due to contaminants.In response, GNC said that it will reinforce its testing and guidelines for supplements.


As of Dec. 31, GNC had more than 8,900 locations.


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