SHANGHAI – GNC Holdings, the global health and wellness retailer, has appointed Y&R as its strategic agency of record in China.

Y&R won the retainer via competitive tender, which will see the agency providing GNC with brand strategy and creative development and production for its general wellness and sports nutrition product ranges, focusing on multiple channels, prioritizing digital and e-commerce platforms.

Marketing Director for GNC China, Michelle Feng said: “This is an exciting time for GNC in China, as we continue to accelerate our growth in the market. In our quest to innovate the way we connect with our customers, Y&R was the obvious choice and we look forward to working closely with the team to drive the business to the next level.”

China is the largest international market for supplements and GNC is one of the most recognised brands by consumers in the market.

Commenting, Annie Boo, CEO for Y&R China, said: “We are excited about winning this iconic global brand. GNC has a strong market proposition, and we look forward to working with them on an innovative multi-channel strategy which will tell their story in a way that will resonate with the nation.”

Y&R is one of the leading and most iconic global advertising agencies, with a strong presence across Asia-Pacific, including offices in Shanghai, Beijing, Guangzhou and Hong Kong.