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GNC Corporation | Company Profile, Marketing Contacts, Media Spend, Brands




GNC Corporation, headquartered in Pittsburgh, PA, is a specialty retailer of nutritional supplements and other health products. GNC stores are both company-owned and franchised in the U.S., Canada and in global markets.

Main Telephone (412) 288-4600
Main Fax (412) 288-2099
Primary Address
300 Sixth Avenue
Pittsburgh, PA 15222
USA

GNC Corporation Contacts

Contacts (5/15)
Name Title State
Jeff H. Executive Vice President & Chief Marketing & eCommerce Officer PA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (412) 288-4600
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 300 Sixth Avenue
Pittsburgh, PA
15222
USA

Paul Y. Senior Vice President & Chief Information Officer PA
Robert M. Interim Chief Executive Officer PA
Tricia T. Chief Financial Officer PA
Mike D. Executive Vice President, Operations PA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
GNC Corporation ********
Pro Performance ******
Fish Oil ******

Agency Relationships


Brand Agency Service From To
*** *********** ******* ***** public relations 2012 present
*** *********** ********** AOR - media buying & planning 2015 present
*** *********** ***** digital 2015 present
*** *********** ******* *** Creative 2016 present
*** *********** ******** Social unknown present

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DailyVista

Rumor – GNC moves digital media to Crossmedia?


Subject: TV, radio, digital, social media, outdoor, sponsorship, print

Company: GNC, the Pittsburgh-based specialty retailer of nutritional supplements and other health products.

Opportunity: After less than a year on the account, we’ve been told that digital has moved from here). So, digital sellers will need to start engaging new agency contacts for buys next year. Focus your introduction primarily on Q2, when GNC tends to run most of its ads.

GNC has become heavily ROI focused under its new management team, so continue to stay on decision makers’ radar after planning periods end. If ads aren’t providing desired returned, messaging and spend will be adjusted on the fly, said CEO Michael Archbold previously (research here). Furthermore, GNC is decreasing ad spend to historical levels (about $30 million on measured media annually), focusing less on branding and taking more of a product-focused, direct approach. This means direct response outlays (display, direct mail and e-mail) should continue to be up. Great news for digital sellers but bad news if you’re selling traditional. 

Additional Insight

Media Spend: GNC spent $36.6 million on measured media last year, down 28% from $50.8 million in 2013, according to Kantar Media. 

Digital Breakdown: Since January, 247 standard ads, 211 high impact ads and nine video ads have run on about 2,000 publishers (12% mobile), 57% of which was placed site direct versus programmatically, according to Moat.

Desktop and mobile are running mostly on news and health/fitness sites. Top publishers include webmd.com, espn.com, marthastewart.com, livestrong.com, mensfitness.com, ticketmaster.com, mashable.com, shape.com, comepetitor.com and grindtv.com.

Video has skewed more towards news and entertainment sites, led by topix.com, radio.com, slingo.com and ustream.tv.

TV Breakdown: Over the same period, $5.8 million has supported national TV buys (see targeting right), almost half the $12.1 million spent over the same period last year, iSpot.tv reports.

GNC Corp. 
300 Sixth St.
Pittsburgh, PA 15222
(412) 288-4600

Jeffrey Hennion 
Executive Vice President & Chief Marketing & e-commerce officer
(412) 288-4600
jeffrey-hennion@gnc-hq.com