Press Releases - Carmichael Lynch - Carmichael Lynch Press Releases at en-us Copyright 2017 Carmichael Lynch Hires Allison Hayes as Creative Director Allison Hayes has joined Carmichael Lynch as its newest creative director.

Hayes joins the creative agency from Venables Bell & Partners in San Francisco, where she was the creative lead on clients including 23&Me, Audi, Massage Envy, 76 and Phillips 66. She’s also spent time at 72andSunny, where she worked on Samsung and Sonos, and Arnold Worldwide in Boston.

“I’m thrilled to join the fine folks at Carmichael Lynch. I was attracted to their collaborative culture, creative storytelling and willingness to adapt in our changing industry,” said Hayes. “Marty has built an impressive team and I’m excited to be a part of the continued evolution of this company.”

Over her career, Hayes has helped create such notable work as Audi’s timely Super Bowl commercial, “Daughter,” which aired in the wake of the presidential election and Samsung’s “Next Big Thing with Jay Z,” an exclusive album launch with the iconic artist. Her work has been recognized by numerous international award shows including Cannes, AICP, the One Show and others.

"We’re so excited to have Allison join the creative team at Carmichael Lynch,” said Carmichael Lynch CCO Marty Senn. “She’s got an amazing track record of doing big, culturally iconic work that gets talked about beyond the usual advertising circles. I can’t wait to see what she does here.”

An art director by trade, Hayes also writes and maintains a fair-trade fashion brand, called The & Collection, which champions artisans in India. 

2017-10-04 00:00:00
Minnesota Twins Select Carmichael Lynch as Agency of Record The Minnesota Twins has chosen Minneapolis-based creative agency Carmichael Lynch as its agency of record following a competitive review.

The fully integrated advertising agency will handle brand strategy, creative, and media planning and buying. This will include TV, radio, experiential, website, digital display and collateral design for the team.

“The Minnesota Twins are thrilled to be in partnership with Carmichael Lynch as we collectively work to grow our brand and develop deeper connections with our fans and community,” Twins President and CEO Dave St. Peter said. “All of us with the Twins are excited to be working with the talented and experienced Carmichael Lynch team and look forward to the creation of great work that engages Twins Territory.”

“As our hometown team, helping tell the Twins’ story and rallying their fans means a lot to us as an agency,” said Carmichael Lynch CEO, Marcus Fischer. “This is an exciting opportunity to bring a cohesive idea and strategy to life across all disciplines and build on the team’s momentum. We’re looking forward to the work ahead.”

The agency will begin work immediately, with new work launching at the beginning of the 2018 season. 

2017-09-13 00:00:00
Subaru Launches New Advertising Campaign That Brings To Life The Ttributes of the All-New 2018 Crosstrek CHERRY HILL, NJ – September 1, 2017 – Subaru of America, Inc. today debuted a set of new advertising spots centered around the launch of the all-new 2018 Crosstrek. The new spots showcase the automaker's latest SUV and give viewers an intimate look into the different lives of Crosstrek owners, while featuring the similarities that unifies them all – a sense of adventure, both today and miles down the road.

Whether exploring an exciting, new destination or taking a first step in a human or even a pet relationship, the spots highlight that those behind the wheel of a Crosstrek can rely whole-heartedly on their Subaru as they embark on new journeys. Built on the new Subaru Global Platform, the all-new 2018 Crosstrek offers enhanced performance, safety, capability and comfort, along with a bold new design. With a new highly-capable chassis for versatility in both off-road and city driving, the 2018 Subaru Crosstrek is fun to drive and encourages adventure-seeking among the brand’s drivers.

“Our goal is always to develop vehicles that are safe, reliable, versatile and fun. The 2018 Crosstrek offers customers all of that along with the features that they have come to expect from Subaru in a stylish new design,” explained Alan Bethke, senior vice president of marketing, Subaru of America, Inc. “The all-new Crosstrek advertising campaign showcases the dependability and life affirming moments that matter most to Subaru drivers.”
Created by agency of record Carmichael Lynch, the two new spots will debut September 1, 2017 on national television, as part of a larger campaign around the vehicle launch featuring pre-roll videos and a full digital integration including engaging partnerships and activations to further bring the content to life. The spots, directed by acclaimed cinematographer Lance Acord, highlight two experiences in which Subaru drivers navigate life’s bumpy roads, as detailed below:

  • "Forever Young" – You always want the things you love to last a long time. In this story, a stoic, old fisherman with a long-lasting, older Subaru is hoping to enjoy a day of solitary fishing. But when a young surfer in a 2018 Subaru Crosstrek also arrives at the same remote beach, it’s revealed that these two men – and their cars – have far more in common than it seems.
  • "Welcome to the Pack" – During their first weekend road trip together, a young man repeatedly tries to win the affection of his new girlfriend’s faithful – but very skeptical – old dog. Only one thing is certain. No matter how bumpy their road, her faithful 2018 Subaru Crosstrek will be with them every mile of their journey.

To view these new spots, please visit Subaru of America's YouTube channel here:

Forever Young

  • 30-second:
  • 60-second:
  • 90-second:

Welcome to the Pack

  • 30-second:
  • 60-second:
  • 90-second:

The campaign also includes a series of 15-second pre-roll videos, those which often appear before digital video content, featuring unconventional recreational activities such as kayaking down a snowy mountain (sno-yaking). These videos reinforce the adventuresome side of the Subaru brand, in a format that is perfect for short-duration content.
To view the new videos, please visit Subaru of America's YouTube channel here:

  • Zorbing:
  • Extreme Hammocking:
  • Sno-Yaking:
  • Saddle Surfing:
  • Whitewater Surfing:
  • Interactive Nature Tours:

The all-new 2018 Subaru Crosstrek is the second model to use the new Subaru Global Platform architecture that’s designed to deliver significantly higher levels of driving pleasure, agility, crash protection and ride comfort. Built with the brand’s new design language of “Dynamic x Solid,” the more spacious 2018 Crosstrek features Active Torque Vectoring, to help reduce understeer and keep vehicles on the driver’s intended path, as well as cutting-edge multimedia features, including standard Apple CarPlay and Android Auto connectivity and Near Field Communication to simplify Bluetooth pairing. The new Crosstrek is available in base, Premium, and Limited trim levels.

For more information on the all-new 2018 Subaru Crosstrek and the advertising campaign, please visit: and #LoveIsOutThere.

About Subaru of America, Inc.
Subaru of America, Inc. (SOA) is a wholly owned subsidiary of Subaru Corporation of Japan. Headquartered at a zero-landfill office in Cherry Hill, N.J., the company markets and distributes Subaru vehicles, parts and accessories through a network of more than 620 retailers across the United States. All Subaru products are manufactured in zero-landfill production plants and Subaru of Indiana Automotive, Inc. is the only U.S. automobile production plant to be designated a backyard wildlife habitat by the National Wildlife Federation. SOA is guided by the Subaru Love Promise, which is the company’s vision to show love and respect to everyone, and to support its communities and customers nationwide. Over the past 20 years, SOA has donated more than $120 million to causes the Subaru family cares about, and its employees have logged more than 40,000 volunteer hours. As a company, Subaru believes it is important to do its part in making a positive impact in the world because it is the right thing to do.

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2017-09-01 00:00:00
X-Treme Look for the Jack Link's Brand X-TREME LOOK FOR THE JACK LINK’S BRAND

“Feed Your Wild Side” Takes Over the Light Rail Station Outside Extreme Sporting Event in Minneapolis

Jack Link’s Protein Snacks is taking full advantage of the X Games coming to Minneapolis this week through a guerilla campaign that includes taking over the light rail station immediately outside of U.S. Bank Stadium – home to the extreme sports event. The work features a bold take on the brand’s look, making their long-running “Feed Your Wild Side” positioning relevant in a new way for extreme sports fans in town.

“Jack Link’s jerky is providing powerful protein fuel for pro athletes and pro spectators alike this weekend,” said Jack Link’s Chief Marketing Officer T.D. Dixon, “I can’t think of a crowd who reveres the Wild Side more than action sports athletes and their fans. We wanted to show up in a way that connected with an audience that knows and loves the brand in a way that felt germane to them. Plus it’s a great excuse for Sasquatch to show off his new skate-log.”

The effort, created with agency of record Carmichael Lynch, includes a series of 46 out-of-home pieces accompanied by digital animation on the stations’ screens and guerilla marketing efforts utilizing exclusive swag, including custom Vans sneakers, skateboards, enamel pins and t-shirts.

The work also includes a series of skate-style social videos of a skateboarding Sasquatch exhibiting mongo-footed malarkey at bowls, benches, handrails and halfpipes around the city.

“We wanted to make something that played with the ridiculous fun of Sasquatch and the 0 to 100 experience of the X Games,” said Carmichael Lynch Design Director Milton Un. “ The X Games and Sasquatch share an outsider DNA. We tapped into that making things that share a visual language rooted in individuality, fun and an IDGAF attitude."

Once the X Games start, Sasquatch will take over the brand’s social channels, documenting action on the streets around the games and flooding the channels with video, animations, art and other content consistent with the Station Domination look and feel.

Further, Jack Link’s and experiential partner SVK teamed with local skate shops to turn the iconic Minneapolis venue, the Cabooze, into a gathering place for X Games enthusiasts to convene and sample protein-packed Jack Link’s jerky. They’re also hosting athletes and sampling around the games.

Agency partner CSM also developed partnerships with a number of well-known extreme athletes like Alec Majerus, Bucky Lasek, Ryan Decenzo for events as well as YouTube faves Scotty Cranmer and Big Boy. Jack Link's is also a sponsor of up and comers Nicole Hause and Nick Bruce.

JACK LINK’S®– Feed Your Wild Side® Jack Link’s is a global leader in protein snacks and the No. 1 meat snack manufacturer worldwide. Headquartered in Minong, Wis., Jack Link’s is a family-owned company that represents a heritage of quality and consumer trust, with the mission to Feed Your Wild Side. Jack Link’s offers more than 100 premium protein snacks in a variety of flavors, sizes and price points, appealing to nearly every consumer and occasion. Check out for more information on the brand.

CARMICHAEL LYNCH Carmichael Lynch is an internationally recognized leader in creative marketing, executing fresh ideas across all channels. The agency’s client list includes numerous famous brands including Subaru, U.S. Bank, Jack Link’s Protein Snacks, and Truvía. Carmichael Lynch Inc. is owned by the Interpublic Group of Companies Inc. (NYSE: IPG), New York. For more information, visit #### 

2017-07-14 00:00:00
Carmichael Lynch Names Julie Batliner Agency President Creative agency Carmichael Lynch named Julie Batliner president of the agency today.

 Batliner will continue in her current role as managing partner and president of PR firm, Carmichael Lynch Relate, and will report to recently appointed Carmichael Lynch CEO, Marcus Fischer, who previously held the role of president.

 “I’m thrilled to have Julie as president of Carmichael Lynch. Julie’s commitment to collaboration and evolving our offerings has been key to our success,” said recently appointed Carmichael Lynch CEO Marcus Fischer, who previously held the role of president. “Her ability to orchestrate cross-discipline campaigns is unsurpassed, and she’s proven to be a game-changer.”

This consolidation of management further demonstrates Carmichael Lynch’s commitment to providing clients with a fully integrated offering as Batliner will oversee the direction and leadership for both agencies.

Batliner’s promotion comes after four consecutive years of double-digit growth for Carmichael Lynch and a year of unprecedented success for Carmichael Lynch Relate. Under Batliner’s leadership in 2016, Carmichael Lynch Relate revenue grew more than 47 percent and head count increased more than 50 percent, all while maintaining a less than 3 percent turnover rate. The success culminated with the prize for Outstanding Midsize Agency of the Year at the 2017 PRWeek Awards.

“It’s an exciting time for the agency and I’m thrilled to help continue the momentum,” said Batliner. “With the unique relationship between Carmichael Lynch and Carmichael Lynch Relate, we have a world-class advertising agency and an award-winning public relations firm that can integrate seamlessly as needed. We have a powerful set of tools at our fingertips for clients.”

Batliner’s business intuition and ability to build client relationships has had a significant role in new business during her 11 years at the agency and has driven substantial organic growth. She’s furthered the expansion of the agency’s rapidly growing content lab and social media department, and helped spearhead an agency rebrand that further integrated the advertising and PR firms.

Batliner has been recognized for her business acumen as a recipient of two Stevie Awards in the categories of Female Executive of the Year and Woman of the Year and as a Champion of PR by PRWeek. Earlier in her career, she was named one of Forty Under 40 by both PRWeek and The Minneapolis St. Paul Business Journal. She has also received a Women in Business award from The Minneapolis St. Paul Business Journal.


Batliner prides herself on being a role model for working parents. She is committed to helping parents find success in the workplace, and has helped implement numerous family-friendly benefits and company policies. She was named a 2016 Working Mother of the Year by She Runs It.


Batliner’s work has also earned industry-wide recognition, including an Effie Award in the Sustained Success category, multiple PRSA Silver Anvils, SABRE Awards (Superior Achievement in Branding and Reputation Excellence) and PRSA Classics awards for work on behalf of clients such as U.S. Bank, Jack Link’s Protein Snacks, Genuine Thermos Brand and Sherwin-Williams.



For more information or to arrange interviews, contact Ellie Taylor at or (612) 334-6050.

2017-04-12 00:00:00
Lorissa's Kitchen Launches First National Brand Campaign "Snack More, Make Snacks Less" With AOR Carmichael Lynch Wellness-minded consumers who strive to eat better often run into a little something called reality — jobs, kids, places to go and things to do, with little time left to prepare healthier snacks that fit their lifestyle. Now, Lorissa’s Kitchen, a brand that answers this call with responsibly raised protein snacks, brings its message home in its first fully integrated brand campaign created with agency partners Carmichael Lynch and Carmichael Lynch Relate, called “Snack more, make snacks less.”

Lorissa’s Kitchen, part of the Jack Link’s family of brands, made its debut in 2016 and prides itself on giving its customers what they have always wanted: protein snacks for healthy snacking wherever they are, without the hassle and prep time needed for measuring, preparing and packing up snacks into portable containers to take with them.

Four new television spots will air nationwide starting today. Each reprises the line, “Let’s snack more and make snacks less, people,” and shows the benefits of eating Lorissa’s Kitchen, made with 100 percent grass-fed beef, no preservatives and prep-free protein over options that require more effort, such as making peanut butter protein balls from scratch or counting out 23 almonds for a serving size. Titled “Energy Balls,” “23 Almonds,” “Nut Butter” and “Snackfesto,” the spots will run on Food Network, HGTV, Bravo, Travel Channel, Hulu and 

Beyond the spots, the campaign includes a website redesign, strategic influencer partnerships, and new social creative with the resounding message that simple and health-conscious snacking doesn’t have to come at the expense of time. The campaign will also include several event activations around the country, including a partnership with Lifetime Fitness.

“As a mom, I’m always on-the-go and I struggled to find a protein snack that fit my healthy lifestyle. This struggle inspired me to create Lorissa’s Kitchen. We have a mindful approach to the food we make, only using responsibly raised proteins and ingredients that you could find in your own kitchen,” said Lorissa Link, founder of Lorissa’s Kitchen. “I’m excited to continue introducing people to our product and my personal passion to make food you and your family can feel good about.”

The brand philosophy holds that nourishing your best self should never come at a cost of living a plentiful life. The brand offers a no-compromise option when it comes to meal prep. No containers. No small compartments for portion control. No small foods. No counting almonds. Just simple, grab-and-go, wholesome snacking.

 “Lorissa’s Kitchen is a brand for people who want to eat well, but don’t always have time to spend entire afternoons preparing a week’s worth of healthy things to eat.” said Gracia Pratt, marketing director for Lorissa’s Kitchen. “Our nutritious protein snacks are good-to-go, wherever they may be going,”


 About Lorissa’s Kitchen™

Launched in 2016, Lorissa’s Kitchen was created for people seeking better tasting, responsibly raised protein snacks. Headquartered in Minneapolis, Minnesota, Lorissa’s Kitchen believes a passion for delicious food goes hand-in-hand with a passion for making responsible choices. Lorissa’s Kitchen offers prep-free premium protein snacks in a variety of flavors and sizes. For more information, please visit


About Carmichael Lynch

Carmichael Lynch is an internationally recognized leader in creative marketing, executing fresh ideas across all channels. The agency’s client list includes numerous famous brands including Subaru, U.S. Bank, Jack Link’s Protein Snacks, Sierra Trading Post and Truvía. Carmichael Lynch Inc. is owned by the Interpublic Group of Companies Inc. (NYSE: IPG), New York. For more information, visit


About Carmichael Lynch Relate

Carmichael Lynch Relate (formerly Spong) is a full-service marketing communications firm rooted in public relations. With an evolving nature and lofty objectives, the firm builds powerful relationships between people and brands through creative ideas that give our clients the advantage. A four-time recipient of the “PR Agency of the Year” award by national trade journals PRWeek, PR News and The Holmes Report, the firm has offices in Minneapolis and New York. Carmichael Lynch Relate is a division of Carmichael Lynch Inc., which is owned by the Interpublic Group of Companies Inc. (NYSE: IPG), New York. Visit for more information.



2017-03-27 00:00:00
Sasquatch Cools Down with Tituss Burgess in Music Video Debut Today the world’s hairiest beast, Sasquatch, throws on the towel to drop his long-awaited R&B single, dubbed “Coolin’ Down With Sasquatch,” in collaboration with Broadway star Tituss Burgess. During Jack Link’s debut music video, the two connect through one smooth, sensual duet to help listeners learn about the muscle recovery benefits of protein-packed jerky. This two-minute video was developed in collaboration with comedy content platform, Funny Or Die, and creative agency Carmichael Lynch with the goal of teaching listeners about the muscle recovery benefits of protein-packed jerky.

“After a year of Working Out With Sasquatch, we wanted to show our fans how to cool down,” said Tom Dixon, chief marketing officer at Jack Link’s. “Working with Tituss has helped showcase the unknown, softer side of Sasquatch and another usage occasion for our brand. Not only does Jack Link’s jerky help people fuel up to feed their wild side, it is also a great recovery snack.”

“Sasquatch and I have very demanding schedules. I brighten the world through music and acting, while Sasquatch has been busy training professional athletes and evading capture,” said Burgess. “We both needed a break and figured, why not teach other how to cool down with Jack Link’s jerky?”

Everyone knows about Sasquatch’s wild side and ability to build musclefulness with beastly athletes in his workout program Workin’ Out With Sasquatch, however not many have experienced his profound musical abilities. Set in a woodsy sauna, the lyrics focus on Jack Link’s jerky as the perfect protein-packed snack to refuel after intense workouts.

In addition to the musical masterpiece, Jack Link’s and Funny Or Die will be releasing “Coolin’ Down With Sasquatch” bonus material as part of the integration, including a Best Cool Down Jams playlist article, custom social posts, and brand pre-roll and display running across the Funny Or Die platform.

This isn’t the first time Sasquatch has come out of the woods. Previous custom partnerships include Sports Illustrated's “Sasquatch in Training”, featuring football player Clay Matthews and football legend Boomer Esiason, profiling Sasquatch as the next great football prospect through a four-part video series as he went through training camp.

In 2016, Sasquatch was celebrated in ESPN The Magazine's Body Issue, with an organic two page spread showcasing his physique, and behind-the-scenes video footage highlighting Sasquatch’s adaptation to life on set that lived online.

To see more Sasquatch stuff, or visit Jack Link’s on Facebook, Instagram and Twitter.

For more information about Jack Link’s, visit Join the conversation at #CoolinDownWithSasquatch. 


Jack Link’s®– Feed Your Wild Side®

Jack Link’s is a global leader in protein snacks and the No. 1 meat snack manufacturer worldwide. Headquartered in Minong, Wis., Jack Link’s is a family-owned company that represents a heritage of quality and consumer trust, with the mission to Feed Your Wild Side. Jack Link’s offers more than 100 premium protein snacks in a variety of flavors, sizes and price points, appealing to nearly every consumer and occasion. Check out for more information on the brand. 

2017-03-13 00:00:00
Phillips 66's U.S. Marketing Business Chooses Carmichael Lynch as Agency of Record Following Competitive Agency Review Phillips 66 has chosen Carmichael Lynch as the new agency of record (AOR) for its fuel brands following a creative review that began in late 2016. The Burnett Collective managed the review process. The agency will handle brand strategy, creative, media planning and buying, cause marketing, analytics and digital services for the Phillips 66 fuel brands, including Phillips 66®, Conoco® and 76®.

“Carmichael Lynch came to the table with an understanding of our business needs, our values and our company culture,” said Sarah Bolding, senior director of Brands for Phillips 66. “Their integrated resources produced an outstanding creative product and 360-degree plan. We’re thrilled to announce them as our new AOR.”

The agency will begin work in mid-March focusing on promotions and sports marketing in 2017, as well as media planning and buying for the current campaign while working toward new brand work in 2018.

“Phillips 66 is a great brand with a rich history that we’re thrilled to be a part of,” said Carmichael Lynch CEO, Marcus Fischer. “We were able to flex our collaborative thinking and holistic approach to produce a powerful idea and strategy that will propel their business. We’re excited to collaborate with Phillips 66 to bring these marketing elements to life in the years ahead.”



Phillips 66 is a diversified energy manufacturing and logistics company. With a portfolio of Midstream, Chemicals, Refining, and Marketing and Specialties businesses, the company processes, transports, stores and markets fuels and products globally. With more than 6,800 retail fuel sites, its U.S. Marketing business supplies TOP TIER® Detergent Gasolines under the Phillips 66®, 76® and Conoco® brands. The Phillips 66 brand, with its distinctive shield icon, has been serving the needs of the motoring public since 1927. With its iconic red ball, the 76 brand provides TOP TIER Detergent Gasolines that are sold at more than 1,900 retail fuel sites on the West Coast. For nearly 100 years, the Conoco brand has been providing high-performance petroleum products to more than 2,400 retail fuel sites. For more information, visit Phillips 66’s U.S. Consumer Brands Webpage at 

2017-03-13 00:00:00
Carmichael Lynch Names Marcus Fischer CEO Carmichael Lynch announced today that President Marcus Fischer will be named the agency’s fourth CEO in its 55-year history.

“Marcus has been pivotal in building the momentum and success of Carmichael Lynch in recent years. He has proven his ability to successfully manage the business, while simultaneously inspiring the people around him,” said current CEO Mike Lescarbeau, who will move to the role of executive chairman. “In the last few years, Marcus has built a leadership team that is committed to collaboration and interdependence across disciplines to build a unique and unrivaled offering of advertising and PR under one roof, and I’m excited for the future of the agency under his leadership.”

Fischer rejoined Carmichael Lynch as president in 2013, and the agency has had four years of consecutive, double-digit revenue growth since, with more than 16 percent growth in 2016 alone. This growth is due to the strength and organic growth of many long-term partnerships coupled with new business wins – U.S. Bank, Arla Foods and Truvía, among others. Simultaneously, the agency’s head count has grown by 43 percent while maintaining a culture of inclusivity that has resulted in enviable employee retention numbers, illustrated by the agency’s 2016 turnover rate of less than 10 percent (the 4A’s estimates average agency turnover rate at 30 percent).

“I’m honored to lead Carmichael Lynch and continue the energy we’ve built over the last few years,” said Fischer. “I am thankful for the team that has made this agency what it is today – a people-centric organization focused on business, culture and great creative work. We’ve made collaboration and integration pivotal to our offering. This unique approach is how brands can transcend the rational and become emotionally meaningful and become part of, and shape, culture.”

This evolution has been demonstrated by changes in the agency’s leadership team, including the promotion of Julie Batliner, president of the agency’s PR division, Carmichael Lynch Relate, and Marty Senn, chief creative officer, to managing partners in 2016.

Fischer continued, “I’m excited for where we’re headed, bringing innovative thinking through the door with more world-class talent as we continue to grow.”

Prior to rejoining Carmichael Lynch, Fischer spent four years at the helm of digital firm Space150, where he helped dramatically grow the agency and was a regular contributor to Ad Age’s Digital Next section. He’s also spent time at One and All, Fallon, and a previous stint at Carmichael Lynch.

Over his career, Fischer has helped shape the strategy and award-winning work for such brands as Subaru, U.S. Bank, Harley-Davidson, BMW, Target, Porsche, Buffalo Wild Wings, Dairy Queen, Starbucks, Nordstrom and Purina Dog Chow, among others.

Fischer regularly speaks at industry events, including most recently the ANA Brand Master Conference in a session about Carmichael Lynch’s work and sustained success with long-time client, Subaru. He’s also taught at both the MiamiAdSchool and BrainCo.

Outside the agency’s walls, Fischer is an avid fly fisherman and has served on the board of the Epilepsy Foundation of Minnesota for the last five years. He lives in a suburb of Minneapolis, with his wife and three sons. 

2017-03-09 00:00:00
Carmichael Lynch Launches New Campaign for Retail Brand Evereve Inspiring Women to 'Dress Like A Mom' Evereve, a national retail brand dedicated to empowering moms through fashion, has partnered with creative agency of record Carmichael Lynch to launch its first ever fully integrated campaign to redefine what “Dress Like A Mom” means today:

Mom jeans. Mom shoes. Mom clothes. They’ve gotten a bad rap. An unfair rap. And at Evereve, we’re here to set the record straight. Because to us, moms aren’t one thing. They’re everything. Who else in the world works like a mom, hustles like a mom, leads like a mom and loves like a mom? No one is more beautiful, and no one is more stylish. Which is why we’ve made it our mission to reclaim what it means to Dress Like a Mom.

“Even when Evereve was just a dream of mine I knew I wanted to create a place where moms could come to feel beautiful, powerful and stylish,” said Evereve Co-Founder and Co-CEO Megan Tamte. “The ‘Dress Like A Mom’ campaign brings our vision full circle. It’s bold and fun and speaks authentically to moms today, and I’m thrilled to see this come to life.”



The campaign features a series of online videos, including “Mom Jeans,” which features a series of models, who are all mothers, showing off their own “mom jeans” — which couldn’t be further from the stereotypical unflattering denim most often associated with the term. In another video, Evereve shows what it really means to “Dress Like A Mom” — by confidently wearing fashionable, bold and unique pieces from Evereve.

“Mothers, maybe more than anyone, should feel empowered. And yet, there is this stereotype that once you become a mother you are innately less stylish and less confident,” said Carmichael Lynch Art Director Samantha Perry. “It felt right to confront this stereotype head-on and give mothers the power by creating a campaign that uses those stigmas to their advantage.”

Other campaign elements include out-of-home, social and banner advertisements, programmatic display and point-of-purchase materials at each of the retailer’s 68 locations.

Public relations AOR Carmichael Lynch Relate is also implementing an activation plan, including immersion events with the Evereve Style Crew in select stores, influencer engagement and social media marketing.

The Evereve Style Crew includes five influential fashion and lifestyle bloggers including Landyn Hutchinson of “Living With Landyn” and Shaynah Dodge of “The Ruffled Snob,” among others. The bloggers will also partner with Evereve to create original content for their blogs.

The campaign was photographed by renowned fashion and lifestyle photographer Meredith Jenks.


About Evereve

Evereve, co-founded 12 years ago by Megan and Mike Tamte, is a casual contemporary women’s clothing boutique dedicated to styling the fashion-loving mom. As one of the fastest growing retailers in the U.S., Evereve operates 68 stores in 25 states – with 14 more opening in 2017 – supported by a team of over 1,000 uniquely trained stylists who are committed to the company’s mission of inspiring moms to realize their beauty and power. Evereve can also be found online at and Trendsend, Evereve’s fast growing online styling service, is accessible 24/7 to moms who prefer Evereve stylists to handpick and mail outfits to them without leaving home. 

2017-03-07 00:00:00
Subaru’s Zero Landfill Initiative Wins Best Social Campaign at Marketing Automotive Awards Carmichael Lynch's Zero Landfill initiative for Subaru of America won Best Social Campaign at the 2017 MediaPost Marketing Automotive Awards. The Marketing Automotive Awards honor agencies and advertisers who are excelling in today’s myriad forms of communication and rewriting the handbook on automotive marketing.

As the first automotive manufacturer in the U.S. to become zero landfill, Subaru was approached by the National Park Service to help them move toward the same goal. The resulting campaign, “Who We Are Is What We Leave Behind,” is a collaboration between Subaru and the National Park Service that aims to eliminate the 100 million pounds of trash visitors leave in the parks each year and help move them closer to being zero landfill.

Carmichael Lynch recently won its third Sustained Success Effie Award in three years years for the continued long-term relationship with Subaru of America, and the Zero Landfill campaign won two Lions at the Cannes International Festival of Creativity in 2016, as well as a Jay Chiat Award for Strategic Excellence.

The awards ceremony will take place April 12 in New York. See the full list of Marketing Automotive Awards winners here. 

2017-02-28 00:00:00
Carmichael Lynch Relate Shortlisted in Four Categories at PRWeek Awards Carmichael Lynch Relate has been named a finalist for Outstanding Midsize Agency of the year in the 2017 PRWeek Awards and shortlisted in three categories, including:

  • Best Promotional Event: “A Simply Better #CheesePull for National Grilled Cheese Day,” with Arla Foods
  • Best in Corporate Branding: “U.S. Bank Inspires with the Power of Possible,” with U.S. Bank
  • Best in Community Relations: “National Painting Week Inspires Care for Communities,” with Sherwin Williams

Now entering its 18th year, the PRWeek Awards are widely considered the communication industry’s top accolades. The awards honor the best campaigns, agencies and professionals across nearly 40 categories of distinction. The finalists are chosen by a judging panel of esteemed PR professionals from corporate, agency, nonprofit and government communications teams.

“We are so pleased that our work has been recognized as a finalist for Outstanding Midsize Agency of the Year as well as three of our exceptional client campaigns,” said Carmichael Lynch Relate President Julie Batliner. “These accolades cap a year of record growth for the agency and strengthen our commitment to creating big, contagious, game-changing ideas for our clients that drive results.”

Winners will be announced Thursday, March 16, at the PRWeek Awards Ceremony in New York City. The full list of finalists can be found here. 

2016-12-09 00:00:00
Carmichael Lynch and Carmichael Lynch Relate Named AORs for the National Rugby Football League MINNEAPOLIS (November 29, 2016) – The world’s most popular contact sport is going major league in the U.S. with the introduction of the National Rugby Football League (NRFL), the first elite professional rugby union league in North America.

“The excitement and appetite for rugby in the U.S. is at an all-time high. Just earlier this month, more than 62,000 fans packed a sold out Soldier Field in Chicago for The Rugby Weekend, a match between New Zealand and Ireland,” said NRFL Managing Director, Steve Ryan. “We plan to replicate this passion with league-play by signing the best players on the pitch globally while introducing the massive audience of contact sports fans in the U.S. to the sport of rugby.”

The NRFL has selected Carmichael Lynch as its marketing and creative agency of record and Carmichael Lynch Relate as the league’s public relations firm.

“The award-winning team at Carmichael Lynch and Carmichael Lynch Relate is unwavering in their commitment to bold and industry-changing ideas,” said Ryan. “Their global capabilities in advertising, public relations and digital media make them a great fit to bring the league and NRFL teams to fans across the world. We are excited to partner with them as we write sports history by launching the next major league sport in North America and having the highest quality rugby league globally.”

“As the fastest growing sport in the U.S. and the 2nd largest team sport in the world, rugby’s potential as a league here is huge,” said Carmichael Lynch President, Marcus Fischer. “We’re excited to partner with the NRFL to bring this league to life and ignite the passion of sports fans in the U.S. and around the world.” 

About the NRFL

The National Rugby Football League is the first elite professional rugby union 15s league (RuXV) to be formed in North America. The League has slated play with a pool of elite American and international athletes that will draw not only national attendance, but global recognition. The league is currently in the process of selling franchises in 8 major, metropolitan football markets across North America with selling agents, Club 9 Sports/Prometheus Capital. The NRFL is bringing rugby to the biggest stage, the United States, where they will do it bigger, better, faster and harder than anywhere else. For more information, visit

About Carmichael Lynch

Carmichael Lynch is an internationally recognized leader in creative marketing, executing fresh ideas across all channels. The agency’s client list includes numerous famous brands including Subaru, U.S. Bank, Jack Link’s Protein Snacks, Sierra Trading Post and Truvía. Carmichael Lynch Inc. is owned by the Interpublic Group of Companies Inc. (NYSE: IPG), New York. For more information, visit

About Carmichael Lynch Relate

Carmichael Lynch Relate (formerly Spong) is a full-service marketing communications firm rooted in public relations. With an evolving nature and lofty objectives, the firm builds powerful relationships between people and brands through creative ideas that give our clients the advantage. A four-time recipient of the “PR Agency of the Year” award by national trade journals PRWeek, PR News and The Holmes Report, the firm has offices in Minneapolis and New York. Carmichael Lynch Relate is a division of Carmichael Lynch Inc., which is owned by the Interpublic Group of Companies Inc. (NYSE: IPG), New York. Visit for more information. 

2016-12-01 00:00:00
Julie Batliner Wins Two Silver Stevie Awards for Women in Business Carmichael Lynch Relate President Julie Batliner has been named the winner of two Silver Stevie® Awards in the Female Executive of the Year and Woman of the Year categories at the 13th annual Stevie Awards for Women in Business.

The Stevie Awards for Women in Business are the world’s top honors for female entrepreneurs, executives, employees and the organizations they run. All individuals and organizations worldwide are eligible to submit nominations – public and private, for-profit and non-profit, large and small. The 2016 awards received entries from 31 nations and territories.

Nicknamed the Stevies for the Greek word for “crowned,” the awards were presented to winners Friday, Nov. 18, during a dinner event attended by more than 500 people at the Marriott Marquis Hotel in New York City. The event was broadcast on Livestream.

More than 1,400 nominations from organizations of all sizes and in virtually every industry were submitted this year for consideration in more than 90 categories. Julie won silver in both the Female Executive of the Year for Business Services – 11 to 2,500 Employees category, as well as the Woman of the Year in the Advertising, Marketing & Public Relations category.

Julie Batliner ascended to the presidency of Carmichael Lynch Relate (formerly Spong) in September 2015 after 10 years serving as the company’s lead client relationship manager. She has won industry-leading recognition for her work from PRWeek and the Silver Anvils, among others, on behalf of some of the most prestigious brands in the world.

Stevie Award winners were selected by more than 160 professionals worldwide who participated in the judging process this year.

“Each year we think the quality of achievements portrayed in Stevie-winning nominations couldn’t possibly get any better, and each year the amazing women who are recognized in this program prove us wrong,” said Michael Gallagher, Stevie Awards founder and president. “We are thrilled and humbled to be able to recognize so many outstanding women in the Stevie Awards for Women in Business, and to share the stories of their achievement with the world.” 

2016-11-23 00:00:00
Carmichael Lynch Named to OUTSIDE's Best Places to Work Carmichael Lynch has been named to OUTSIDE’s Best Places to Work of 2016. Each year, OUTSIDE recognizes the top 100 companies in the United States that help their employees strike the ideal balance between work and play. These companies encourage employees to lead an active lifestyle, are eco-conscious, and prioritize giving back to the community. Created in conjunction with the Outdoor Industry Association and Best Companies Group, the list of winners appears online at

“This year’s list of Best Places to Work highlights employers who go above and beyond for their staff,” said OUTSIDE Online Editor Scott Rosenfield. “Included are organizations that emphasis a healthy work life balance and promote, encourage and reward employees to live active and healthier lives.”

To create the best places to work 2016 list, OUTSIDE started by comparing employers to five core categories, reflecting the magazine’s values and focus: Adventure/Travel, Wellness, Culture, Gear, and Media. OUTSIDE then conducted a rigorous vetting process in partnership with the Best Companies Group to assess the policies, practices, and demographics of hundreds of companies.

Powered by employee workplace reviews and taking into account factors like corporate culture, job satisfaction, work environment and overall employee engagement, the Best Places to Work list represents only the top companies that are not only empowering but also encouraging their employees to live better, healthier and more active lives. 

2016-11-15 00:00:00
Carmichael Lynch Expands Creative Department with Three New Hires Carmichael Lynch continues to grow its creative department with the addition of Creative Directors Brian Lambert and Tom Sebanc and Associate Creative Director Christine Gault.

“I’m so happy Brian, Tom and Chris all made the decision to join us here at Carmichael Lynch,” said Carmichael Lynch CCO Marty Senn. “There’s so much new work here, and these are three fresh, innovative thinkers and leaders that really help build on our capabilities as a department and as an agency. That’s what’s fun about this business, when you get to bring on huge talents that are also incredibly nice, good people.”

The agency has made a series of high-level hires this year, including the recent addition of industry veteran Lachlan Badenoch as Chief Strategy Officer, as well as the promotions of Marty Senn and Julie Batliner to Managing Partners, among others.

Brian Lambert, Creative Director 

Brian joins Carmichael Lynch as a creative director from Minneapolis agency mono, where he worked as a senior art director on Sperry, TNT, Target Pharmacy and Quaker.

Brian has lent his creative talents to a variety of agencies, including Crispin Porter + Bogusky, Butler, Shine, Stern & Partners, and Barrie D’Rozario Murphy, creating work for top brands such as Dominos, Google, Burger King, United Airlines, Windows Phone 7, and many others. He started his career as a designer at Minneapolis agency Space150

Brian’s work has been recognized in top industry awards, including Cannes Lions, The One Show, Effies, Communications Arts, and others. His work is also included in the permanent collection of the Museum of Modern Art. 

Tom Sebanc, Creative Director 

Tom joins Carmichael Lynch as a creative director from Portland, Oregon, after working three years as a freelance associate creative director for companies such as Apple, GS&P, Martin Agency, 72andSunny and 180LA.

Tom began his career in Minneapolis working on Holiday Inn and Travelers Insurance at Fallon. After Fallon, he went on to create award-winning work at J. Walter Thompson New York and McKinney before joining Wieden + Kennedy in 2011 as a senior copywriter on the Target, Nike and Sony accounts.

Tom’s work has earned accolades from the One Show, Cannes, AICP, Communication Arts and the Effies, and one of his Holiday Inn commercials was named among AdWeek’s “10 Funniest Commercials of All Time.” 

Christine Gault, Associate Creative Director 

Chris joins the agency as an associate creative director from Minneapolis agency Colle + McVoy. There, she worked as senior copywriter and associate creative director on accounts including Hershey, Target, Purina, Duluth Trading Company and Caribou Coffee.

Prior to Colle + McVoy, Chris served as a copywriter at Martin Williams where she created work for L.L. Bean, Payless, Donatos Pizza, Finnegans Irish Amber and The Minnesota Timberwolves. Her work has been recognized by Communication Arts, ARCHIVE and The Show, Minneapolis. 

2016-11-14 00:00:00
Carmichael Lynch Hires Lachlan Badenoch as Chief Strategy Officer Lachlan Badenoch joins Carmichael Lynch as the agency’s Chief Strategy Officer.

“Lachlan has a proven, global track record of doing groundbreaking work and inspiring teams on all sides of the business,” said Carmichael Lynch President, Marcus Fischer. “He is an exciting addition to our leadership team, and we’re thrilled to have him bring his depth and breadth of experience to Carmichael Lynch.”

“The opportunity for brands today necessitates not just integrated thinking, but the ability to execute truly interdependent actions and ideas that aren’t bound by traditional definitions – they must span business decisions and marketing touch-points,” said Lachlan, elaborating on the opportunity. “I’m proud to be able to join a team where we have world class analytics, strategic thinking, creative, media and PR capabilities all organized as one interdependent team, under one roof. That means we can not only help identify the right thing to do for our clients’ businesses, but actually help them do it brilliantly.”

Lachlan joins Carmichael Lynch with a nearly 20-year strategic track record, most recently running an independent consultancy and working at Minneapolis-based strategy agency Zeus Jones, where he lent his extensive cross-discipline global experience to drive business thinking and marketing innovations for clients such as Nestle, GMI, Purina and others.

Lachlan was previously based in Paris directing global strategy for Publicis Groupe’s multi-market, multi-agency clients, including Nestlé and Orange. Before that, he spent time at Fallon Minneapolis where he served as Planning Director on the BMW, Brawny and Purina accounts. Lachlan started his strategy career at Leo Burnett London, where he helped pioneer digital and brand entertainment projects for Heinz, Nintendo, McDonalds, Virgin, and other major brands during one of the agency’s most decorated eras.

Lachlan has earned vast industry recognition for his work, winning multiple creativity and strategy accolades from some of the top advertising competitions in the world, including One Show, Cannes Lions, Clio Awards, IPA Effective Awards and Effie Awards, among others. 

For more information on Lachlan and Carmichael Lynch, visit


About Carmichael Lynch

Carmichael Lynch is an internationally recognized leader in creative marketing, executing fresh ideas across all channels. The agency’s client list includes numerous famous brands including Subaru, U.S. Bank, Jack Link’s Protein Snacks, Sierra Trading Post and Truvía. Carmichael Lynch Inc. is owned by the Interpublic Group of Companies Inc. (NYSE: IPG), New York.

For more information, visit

2016-10-27 00:00:00
Carmichael Lynch Wins Bronze at 4A's Jay Chiat Awards Carmichael Lynch’s “Who We Are Is What We Leave Behind” campaign for Subaru of America won Bronze in the Nonprofit category of the Jay Chiat Awards for Strategic Excellence last night in New York City. The Jay Chiat Awards celebrate the best strategic thinking and planning in advertising, media, and marketing around the world.

The campaign is a collaborative initiative between Subaru, the National Park Service and the National Parks Conservation Association that aims to eliminate the 100 million pounds of trash visitors leave in the parks each year and help move them closer to being Zero Landfill.

Carmichael Lynch recently won its third Sustained Success Effie Award in the last three years for the continued long-term relationship with Subaru of America, and the “Who We Are Is What We Leave Behind” campaign won two Lions at the Cannes International Festival of Creativity this year.

See the full list of winners here. 

2016-10-27 00:00:00
Public Relations Agency Spong Rebrands as Carmichael Lynch Relate MINNEAPOLIS (October 18, 2016) – Effective today, public relations agency Spong is changing its name to Carmichael Lynch Relate. The new name reflects the increasingly collaborative relationship between the public relations firm and advertising agency Carmichael Lynch.

Carmichael Lynch and Carmichael Lynch Relate remain stand-alone agency brands; however, in anticipation of evolving client needs, the two have formalized a new and proprietary collaborative model that provides shared clients with a seamless approach, both strategically and operationally.

“Whether working in paid, earned or client-owned media, our people are thinking beyond the borders of their disciplines and collaborating across groups,” said Carmichael Lynch CEO Mike Lescarbeau. “That’s how we optimize results for clients in the contemporary marketing environment.”

“In many respects, these changes to our agency branding reflect how we’re already working,” stated Carmichael Lynch President Marcus Fischer. “We’ve seen great success with clients such as U.S. Bank, Jack Link’s and Truvia, which utilize Carmichael Lynch for advertising and brand development, and Carmichael Lynch Relate for activities rooted in public relations.”

Carmichael Lynch Relate President Julie Batliner reflected on the timing of the new brand rollout: “It’s been a year of record growth for our agency, and this positions us to expand further,” said Batliner. “Carmichael Lynch Relate can now more easily access ideas across the full range of modern marketing services, including brand planning, media, analytics and content creation.”

As part of the rebranding, the agencies will introduce a new logo and identity system.


About Carmichael Lynch

Carmichael Lynch is an internationally recognized leader in creative marketing, executing fresh ideas across all channels. The agency’s client list includes numerous famous brands including Subaru, U.S. Bank, Jack Link’s Protein Snacks, Sierra Trading Post and Truvía. Carmichael Lynch Inc. is owned by the Interpublic Group of Companies Inc. (NYSE: IPG), New York. For more information, visit

About Carmichael Lynch Relate

Formerly named Spong, Carmichael Lynch Relate is a full-service marketing communications firm rooted in public relations. A four-time recipient of the “PR Agency of the Year” award by national trade journals PRWeek, PR News and The Holmes Report, the firm has offices in Minneapolis and New York. Carmichael Lynch Relate is a division of Carmichael Lynch Inc., which is owned by the Interpublic Group of Companies Inc. (NYSE: IPG), New York. Visit for more information. 


2016-10-18 00:00:00
Subaru Unveils Two New Safety Ads and They Couldn't Be More Different Via Adweek:

Nothing says love quite like twisted steel and shredded tires.

Wrecked cars, and their understandably shaken and contrite teenage drivers, appear in Carmichael Lynch's latest work for Subaru, which focuses on the automaker's safety record as part of its long-running and highly successful "Love" campaign.
In "I'm Sorry," a spot breaking today in 60- and 30-second edits, everyone walks away with minimal physical damage. Still, it makes us wonder if Mom and Pop will give these kids the keys again any time soon. 

"We used real Subaru vehicles that were in real crashes," Brian Cavallucci, client national advertising manager, tells AdFreak, "and while there is always a risk in spots like this, we did our best to depict accidents that were representative of real-life scenarios."

Subaru has driven down this road before, showing horribly crashed cars in "They Lived," a memorable ad from 2014 that also touted safety. Real stories from Subaru drivers inspired both that work and the current "I'm Sorry" commercial.

"We get letters and emails sent to us, directly from our owners, with stories and pictures from vehicle crashes that they survived," often escaping "with nothing but bumps and bruises," says Cavallucci. "They send these in to thank Subaru for building safe cars that protected them, and their loved ones."

Another new spot, "Take the Subaru," employs a much lighter tone to convey the safety message, as kids reach for potentially dangerous items, only to be thwarted by their parents every time. A spear gun and blow torch? Sounds like one heck of a Show & Tell!

Directed by The Corner Shop's Peter Thwaites, both spots are a tad edgy—"I'm Sorry" obviously far more so than its comedic counterpart—especially with young people front and center, and the notion of crashes hanging in the air.

That tension gives the brand's familiar "Love" refrain some relatable dimension and extra emotional depth. And it's refreshing to see a carmaker get under viewers' skin, and perhaps, grind their gears a bit, rather than sticking in neutral with happy-smiley advertising that doesn't take any chances.

"Our owners love their Subaru vehicles for a variety of reasons," Cavallucci says. "In moments when they have been in an accident, or someone they love has been in an accident, and their Subaru kept them safe, that is a moment that causes them to love their Subaru even more."

Client: Subaru of America
Senior Vice President of Marketing: Alan Bethke
National Advertising Manager: Brian Cavallucci
Advertising Production Specialist: Michelle Shoultes
Agency: Carmichael Lynch
Chief Creative Officer: Marty Senn
Exec Creative Director: Randy Hughes
Writer/Group Creative Director: Dean Buckhorn
Art Director/Creative Director: Brad Harrison
Head of Production: Joe Grundhoefer
Senior Executive Content Producer: Brynn Hausmann
Director of Business Affairs: Vicki Oachs
Talent Payment Specialist: Jennifer Knutson
Account Management Team:
Brad Williams, Adam Craw, Erin Zunich
Product Information Team: Robert Ar, Jonathan Bush
Brand Planning Team: Liz Giel, Meghan McCollum, Maddie Wolf
Senior Project Manager: Allison Sadeghi
Production Company: The Corner Shop
Director: Peter Thwaites
Managing Partner/Executive Producer: Anna Hashmi
Line Producer: Donald Taylor
Director of Photography: Joost Van Gelder
Edit House: Work Editorial
Editor: Stewart Reeves ("I'm Sorry"), Arielle Zakowski ("Take the Subaru")
Assistant Editor: Louise Robinson
Executive Producer: Marlo Baird
Producer: Brandee Probasco
Telecine: Adam Scott, The Mill
VFX House / Online Artist(s): Steve Medin, Volt Studios
VFX Post Producer: Amanda Tibbits
Audio Mix: Carl White, SisterBoss
Sound Design: Carl White, SisterBoss
Post Production Audio Producer: Annie Sparrows, SisterBoss
"I'm Sorry"
Music by Barking Owl
Creative Director : Kelly Bayett
Producer: KC Dossett
Performed by: Carolina Chocolate Drops
Writer: Hannes Coetzee
Music Supervisor: Jonathan Hecht, Venn Arts 

2016-08-29 00:00:00
Jack Link's Has Sasquatch Training NFL Players Via Ad Age


Jack Link's Sasquatch is taking Odell Beckham Jr. and Clay Matthews back to the 1980s in a workout-themed campaign the jerky brand might extend into other sports after football season.

New TV commercials debuting Monday include three 30-second videos and 10 to 15 15-second spots. 

Sasquatch grunts as he instructs the NFL stars how to do exercises such as tree press, salmon swing, squirrel chase and riding outdated stationary bicycles in what play like teasers for an '80s-style VHS exercise series.

Depending on the spot, either the New York Giants' Mr. Beckham or Green Bay Packers' Mr. Matthews is heard saying "Jack Link's jerky, the protein-packed snack packed with protein" at the end. 

The campaign marks Jack Link's first big work under TD Dixon, who joined in April as its first chief marketing officer. He was most recently CMO at Welch's.

"We don't take ourselves too seriously but we wanted to truly communicate a product message," Mr. Dixon said of the protein-focused approach. "Part of what I saw as a gap in our communications portfolio was really hammering home the product benefit."

It's the brand's second stint with Mr. Matthews, who starred in a digital campaign linking Sasquatch to football that generated buzz and helped inspire Jack Link's to look into a broader relationship with the sport. For Mr. Beckham, the Jack Link's campaign is launching at the same time as new work for Campbell's Chunky Soup. 

Jack Link's is significantly increasing its marketing spending in the second half of 2016, with plans to spend close to five times what it spent during the latter half of 2015.

"You're going to see this all the time," Mr. Dixon said, adding that about 70% of the campaign is devoted to TV, with 30% on digital.

Carmichael Lynch is Jack Link's creative and media agency. The spots will air during games and sports reporting, as well as on networks such as FX and Spike TV, Mr. Dixon said. Social plans include participation from Mr. Beckham and Mr. Matthews.

Once football season ends, the brand may mix Sasquatch's workout ideas with basketball or other sports. The intent is it could be almost a year-round campaign, with different themes highlighted at the appropriate times. At this point. Mr. Dixon said it was too early to discuss whether other athletes would join in.

On set, the Jack Link's team quickly discovered that Mr. Beckham was a true fan of the product.

"He would not stop eating jerky," recalled Johnna Rossbach, Jack Link's director of marketing integration. "We had a spit bucket for him, but that was never used."

Jack Link's, which is privately held, said sales totaled $1.2 billion last year. 

2016-08-22 00:00:00
Evereve Selects Carmichael Lynch, Spong to Lead Advertising and PR Evereve, a national brand dedicated to empowering moms through fashion, has selected Carmichael Lynch and its public relations division Spong as the red-hot clothing retailer's integrated agency of record (AOR). Work will begin immediately and will include brand planning, advertising, public relations, social engagement and digital marketing. The decision comes after a competitive review.

"Our winning contenders showed a deep understanding of the powerful role fashion can play in a mom's life," said Megan Tamte, co-founder and CEO of Evereve. “Their unmatched passion and distinctive creative and integrated service offerings will help us continue to share our mission of inspiring every mom to embrace her beauty and power.”

“Evereve has an amazing brand story that needs telling, and of course, we love the chance to help strengthen our fellow moms who are shaping the world,” said Julie Batliner, president of Spong and a managing partner at Carmichael Lynch.

This partnership is Evereve’s biggest marketing investment to-date as the company continues to expand its presence nationwide, as well as through its e-commerce site and Trendsend, an online styling service.

About Evereve
Evereve, co-founded 11 years ago by Megan and Mike Tamte, is a casual contemporary women’s clothing boutique dedicated to styling the fashion-loving mom. As one of the fastest growing retailers in the U.S., Evereve operates 68 stores in 22 states, supported by a team of over 1,000 uniquely trained stylists who are committed to the company’s mission of inspiring moms to realize their beauty and power. Evereve can also be found online at and Trendsend, Evereve’s fast-growing online styling service, is accessible 24/7 to moms who prefer Evereve stylists to handpick and mail outfits to them without leaving home.

2016-08-18 00:00:00
Carmichael Lynch Names 2 New Managing Partners Carmichael Lynch promoted Julie Batliner and Marty Senn to roles as managing partners. They join the agency’s current managing partners, Mike Lescarbeau, Marcus Fischer and Mark Feriancek.

“These two brilliant young leaders are each rightly famous within the increasingly integrated fields of advertising and public relations,”Carmichael Lynch CEO Mike Lescarbeau said in a statemetn. “Their deep insights and modern worldview will keep our offerings relevant, continuing our longstanding tradition of providing groundbreaking work to our clients.”

Senn was promoted to chief creative officer at Carmichael Lynch last December, after serving as executive creative director for over three years. During his time with Carmichael Lynch he’s helped the agency win new business including U.S. Bank, Truvía and Arla Global. Before joining Carmichael Lynch he spent two and a half years as a creative director with Goodby, Silverstein & Partners, following over three years as a senior creative with Cutwater and two years in that role with Fallon London.

“It’s an honor to help build this next iteration of Carmichael Lynch,” Senn said. “There’s so much talent here already, in so many different capacities, that I think we’re in a really unique position to be that ‘agency of the future’ that everyone is trying to be.”

Batliner has served as president, managing director and senior partner of Carmichael Lynch PR division Spong since May of 2010. Prior to that she spent five years as Spong’s managing principal and chief client relations officer. Before joining Carmichael Lynch in August of 2005, she spent seven years as senior vice president with Fleishman-Hillard International Communications.

“I am proud to work with the team to take the agency to the next level in this ever-evolving marketing landscape with an even sharper focus on our client-centric approach,” said Batliner. “We are poised to help our clients’ businesses succeed as marketing disciplines continue to become more interdependent.” 

2016-08-10 00:00:00
Subaru Showcases Outback's Adventurous Spirit A new Subaru Outback TV spot plays up the brand’s adventurous spirit in an Americana setting.

“Boxcar,” from Carmichael Lynch, was filmed by The Cornershop’s Peter Thwaites. Both 60-second and 30-second versions launched this week.

In the spot, a free-spirited young woman daydreams of hopping a train as she and her husband set off to parts unknown in their Subaru Outback.

The music is by Americana singer-songwriter Langhorne Slim.

The Subaru Outback is a key vehicle in the Subaru family, and this spot showcases the versatility and its adventure-enabling qualities, says Brian A. Cavallucci, national advertising manager, Subaru of America, Inc.

“If you ask a Subaru owner what they love about their Subaru Outback, they will tell you it gives them a sense of adventure and that owning an Outback makes them feel like they can take an adventure anytime, anywhere,” Cavallucci tells Marketing Daily. “That’s exactly what “Boxcar” is about… Subaru owners taking their vehicle on a new adventure that only an Outback can deliver.”

“Boxcar" will be running as a mixture of :60’s and :30’s during the month of August. Shows include original programs on the likes of USA, FX, AMC and TNT. Additionally the spots will also run during Olympics coverage on NBCU channels as well as Late Night and Early Morning on Networks.

The ad is aimed at people who are looking for adventure and enjoy new experiences. Competitors include other vehicles in the midsize crossover category.

"This spot connects Subaru to the classic themes around the birth of American west and the associations of hopping a train for parts unknown,” says Randy Hughes, executive creative director, Carmichael Lynch. “This feeling is alive and well in the Subaru Outback.” 

2016-08-05 00:00:00
Subaru's New Ad Revisits Some Old Ones, and Shows Why the Campaign Works So Well See the original article via AdWeek. 


Years into its ongoing and successful "Love" campaign, Subaru has been named Kelley Blue Book's 2016 Most Trusted Brand and Best Overall Brand. And to look ahead, it's looking back—at scenes from its most beloved Carmichael Lynch spots, in a warm commemorative message for the people who love it best ... and maybe for some new drivers, too.

"Proud to Earn Your Trust" kicks off with a throwback to "Subaru Heaven" (itself already nostalgic and heartfelt) but also features that glorious sunset shot from "Welcoming Party," as well as moments from "Baby Driver," "Honeymoon" and "Back Seat."

Its storyline explores the times when people especially appreciate having a Subaru—road trips, childhood benchmarks, even accidents. It warmly concludes, "Every Subaru is built to earn your trust ... because we know what you're trusting us with," followed by closing copy that winks to the campaign's theme: "Love. It's what makes a Subaru a Subaru." Subaru's New Ad Revisits Some Old Ones, and Shows Why the Campaign Works So Well Nostalgia, and love, in a road trip down memory lane By Angela Natividad

"Over the past eight years, we've seen our Love campaign resonate incredibly well with consumers, who often feel a personal, emotional connection to the brand and the stories we've told," says Alan Bethke, svp of marketing at Subaru of America.

"With this new spot, Subaru gives a nod to the past while continuing to move forward in earning and maintaining the trust of our owners."

If the piece warms cockles and hearts, it's only partly because we can use it to relive the campaign moments that felt particularly powerful to us at the time. That will appeal to existing Subaru drivers, like TV shows that sign off with a nostalgic survey of every big moment you experienced with a beloved character.

But it's also a powerful primer on why "Love" works so well. The new-car smell, sexy features and sense of open road are only the tingly surface aspects of buying a fresh set of wheels—what most car advertisers focus on.

What Subaru knows, and has so craftily explored over time, is that when a car truly becomes part of your life—a trusty companion when alone, a reliable accomplice when with friends, a safe vessel for your family—it becomes unique, singular and painful to replace.

That small nuance might just be enough to talk a mulling prospect off a flash-in-the-pan cherry red convertible ... and into a hardier (but heartier!) Forester.

Catch the spot from now through September, across cable TV and network late-nights. 

2016-07-11 00:00:00
Truvia Hires Carmichael Lynch, Spong to Lead Advertising and PR Truvia, a natural sweetener made from the stevia plant, has brought on Carmichael Lynch and sibling agency Spong PR as its integrated AORs in the U.S. for advertising, brand planning, PR, social media and digital content.

The Cargill brand selected the two shops following an RFP, which was launched with the goal of "driving efficiency with excellent partners across all disciplines," said A.J. Aumock, Truvia global marketing leader.
"We really liked the fact they are both outstanding agencies and they're under one roof, so they're constantly aligned strategically and we're already starting to feel the advantages and synergy," said Mr. Aumock.

Truvia previously worked with Fallon on advertising. Representatives from the shop were not immediately available for comment. The brand also works with UM on media planning and buying and RF|Binder on health professional communications.

While Carmichael Lynch will serve as the creative and strategic lead on Truvia's marketing efforts, the agency will work hand-in-hand with Spong, said Mr. Aumock, who added that "it's hard to know where one ends and the other begins." Spong will lead on PR, influencer engagement and media relations, and the two agencies will collaborate on social and digital content. Budget information on the accounts was not disclosed.

Carmichael Lynch President Marcus Fischer said the "integration of advertising and PR stems from empathy and human insights," which is key for storytelling and will make the work on the Truvia account "that much more powerful."

Julie Batliner, president of Spong, said it's an exciting moment to work on the Truvia business since the brand has a number of natural products and the FDA recently updated its nutrition fact label rules around sugar. The new rule, aimed at reducing obesity rates in America, states that the back panel of packaged food and beverages must display how many grams of sugar have been added by manufacturers and what percentage of the recommended daily serving it represents.

According to AC Nielsen research for the 52 weeks ended April 9, the overall sugar substitute category in the U.S is declining between 3% and 4%, year-over-year, driven mainly by artificial sweeteners, while natural sweetener sales are growing between 4% and 6%.

In a time when consumers are increasingly turning away from artificial sweeteners and embracing natural options, Mr. Aumock said Truvia is making sure it talks about its ingredients to reinforce its positioning in the market without having to use the word "natural." For example, he said the first ingredient listed on the brand's new Truvia Nectar product is honey, followed by stevia leaf extract.

Truvia Nectar is currently available nationwide in three retailers – Target, Publix and HyVee – but it will appear on shelves more broadly later this summer, added Mr. Aumock.

In 2014, Truvia spent nearly $5.8 million on measured media in 2014, according to Kantar. 

2016-06-06 00:00:00
Carmichael Lynch to Support Sierra Trading Post Marketing Carmichael Lynch has been hired by Sierra Trading Post, a leading online, off-price retailer that offers customers savings of up to 70% on outdoor gear, shoes, clothing, accessories and home furnishings, following a recent creative agency review. Carmichael Lynch will handle creative duties for the brand, which is part of The TJX Companies, Inc.

“We’re excited to be working with Carmichael Lynch to add to the momentum behind the Sierra Trading Post brand,” said Karen Coppola, Chief Marketing Officer, The TJX Companies, Inc. “We have a shared vision for our outdoor-oriented brand and we’re looking forward to seeing that vision come to life.”

“Sierra Trading Post has an appetite for great work that takes a 360-degree approach,” added Carmichael Lynch President, Marcus Fischer. “We’re excited to work with them on ideas that touch many aspects of their business.” 

2015-07-14 00:00:00
Subaru To Share Zero Landfill Expertise With National Park Service To Reduce Park Waste Cherry Hill, NJ – June 8, 2015 – Subaru, recognized for having the first automotive assembly
plant in America designated as zero landfill, today announced it will share its knowledge of zero
landfill practices with the National Park Service to reduce landfill waste from the parks. In
partnership with National Parks Conservation Association (NPCA), a non-profit national park
advocacy group, the team will test zero landfill practices in three iconic national parks –
Yosemite, Grand Teton and Denali – working toward a goal of significantly reducing waste going
into landfills from all national parks. This sustainability initiative builds upon Subaru of America’s
multi-year partnership with the National Park Foundation (NPF) celebrating the centennial of the
National Park Service and the Find Your Park movement.

In 2013, the National Park Service managed more than 100 million pounds of waste nationally.
Much of this waste was generated in the parks by its 273.6 million visitors. That amount of trash
would normally require 20 million household trash bags which if laid end-to-end would stretch
from New York to Los Angeles and back again twice. This total accounts for only the waste
managed by the National Park Service and does not account for the waste managed by park
concessioners, which is considerably higher. Concessioners provide park visitors with lodging,
transportation, food services, shops, and other services.

Also in 2013, more than seven million people visited the pilot parks – Yosemite, Grand Teton
and Denali – which collectively generated 16.6 million pounds of visitor waste. Of that amount,
6.9 million pounds was diverted from landfill via source reduction, reuse, recycling or
composting, and 9.7 million pounds was sent to landfill. By learning from experts at Subaru, the
parks and concessioners hope to further reduce waste to landfills, as well as better educate
visitors to lessen their environmental footprint within the parks.

To start this major effort, National Park Service, National Parks Conservation Association,
National Park Foundation, and concessioner representatives from each pilot park visited Subaru
of Indiana Automotive, Inc. (SIA). They observed Subaru's environmental stewardship in action,
discussed best practices and identified opportunities and challenges at each park. Following
that visit, Subaru sustainability experts visited each pilot park to assess their current practices
and discuss initiatives needed to reach the eventual goal of zero landfill.

NPCA, who is helping Subaru implement the pilot project, is conducting a baseline waste audit,
as well as reviewing recycling, organic material composting, hazardous waste management,
and visitor waste behaviors. Together, Subaru and NPCA will document the effort and create
scalable zero landfill implementation plans that other national parks can adopt.

Thomas J. Doll, president and chief operating officer, Subaru of America, Inc. said, “We are
delighted to be able to share Subaru’s expertise with our national parks. Subaru owners are
passionate national park visitors and we are very pleased that we can make a positive
contribution to a resource we all treasure."

Clark Bunting, president and CEO of NPCA said, “National parks are an important part of our
country and of our legacy. Actions we take now will pay dividends for years to come. And one of
those actions is addressing the trash produced and found in our parks. If Subaru can build cars
without contributing to landfills, how might that translate to our national parks? By marrying a
private success story to a public need, it can be a very powerful model, not just for the
centennial but for decades to come. We are proud to work with Subaru, and be the leading
convener and catalyst for this incredibly important public-private partnership.”

Subaru’s Zero Landfill Efforts
Subaru of Indiana Automotive, Inc. (SIA), the home of Subaru manufacturing in North America,
was the first automotive assembly plant in America designated as zero landfill, achieving that
status in 2004. Previously, in 2003, SIA became the first automotive plant site to be designated
a Backyard Wildlife Habitat by the National Wildlife Federation for wildlife such as blue heron,
snapping turtles, coyote, white-tailed deer and bald eagles.

SIA employs a number of techniques to prepare its waste for reuse or recycling, suchseparating food waste for composting and sending the dust produced from weld slag to arecycling facility where copper and other metals are reclaimed. Since 2000, SIA has reducedwaste per unit by 55%. The Indiana plant currently produces the Subaru Legacy and Outbackand next year will begin production of the Impreza model.

Over the years, SIA has shared its zero landfill techniques with hundreds of businesses, schools and organizations in order to benchmark their own zero landfill goals. The Subaru plant, which recycles 99.99% of its waste, will share its expertise in the arts of reduce, reuse and recycle with the pilot parks and their largest concessioners, including Delaware North Companies, Grand Teton Lodge Company, Forever Resorts, and Aramark.

National Park Service Centennial
Subaru is also the premier vehicle partner of the National Park Foundation for the centennial of
the National Park Service and Find Your Park, a public awareness and education campaign that
celebrates the milestone anniversary of the National Park Service in 2016 and sets the stage for
the national parks’ next 100 years. Find Your Park invites the public to see that a national park
can be more than just a place -- it can be a feeling or a state of mind. Further, Find Your Park
encourages people to find their own personal connections within the network of national parks
and National Park Service programs.

Subaru will spotlight its support of America’s national parks through the “Who We Are Is What
We Leave Behind” marketing campaign, created by agency of record, Carmichael Lynch. The
public will see print and digital advertisements, social media campaigns, videos, and public
service announcements. The company will also provide educational resources to improve
awareness around the issue of waste where the public will learn what they can do to reduce
their impact during park visits.

About the National Park Service
More than 20,000 National Park Service employees care for America's 407 national parks and
work with communities across the nation to help preserve local history and create close-tohome
recreational opportunities. Learn more at:

About the National Park Foundation
The National Park Foundation is the official charity of America’s national parks and nonprofit
partner to the National Park Service. Chartered by Congress in 1967, the National Park
Foundation raises private funds to help PROTECT more than 84 million acres of national parks
through critical conservation and preservation efforts, CONNECT all Americans with their
incomparable natural landscapes, vibrant culture and rich history, and INSPIRE the next
generation of park stewards. Find out more and become a part of the national park community

About National Parks Conservation Association
Since 1919, the nonpartisan National Parks Conservation Association (NPCA) has been the
leading voice in safeguarding our national parks. NPCA and its more than one million members
and supporters work together to protect and preserve our nation’s natural, historical, and
cultural heritage for future generations. For more information, visit

About Subaru of Indiana Automotive, Inc.
Subaru of Indiana Automotive, Inc. (SIA), a subsidiary of Fuji Heavy Industries, Ltd., is the home
of North American Subaru production. Models built at the Lafayette, Indiana plant include the
Subaru Legacy and Outback. SIA also produces the Toyota Camry under contract with Toyota.
SIA employs over 3,800 Associates, and every Associate is committed to quality, safety and
environmental stewardship. An industry leader in environmental stewardship, SIA was the first
auto assembly plant in America to achieve zero landfill status, and SIA’s entire 832-acre site
has been designated a Backyard Wildlife Habitat by the National Wildlife Federation. SIA’s
community outreach programs include providing charitable contributions and corporate
sponsorships, hosting charitable events on-site, donating vehicles and vehicle parts to
educational institutions and encouraging Associate volunteerism, which supports hundreds of
non-profit organizations and schools throughout Indiana annually. For more information, visit

About Subaru of America, Inc.
Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan.
Headquartered at a zero-landfill office in Cherry Hill, N.J., the company markets and distributes
Subaru vehicles, parts, and accessories through a network of more than 620 retailers across the
United States. All Subaru products are manufactured in zero-landfill production plants, and
Subaru of Indiana Automotive, Inc. is the only U.S. automobile production plant to be
designated a backyard wildlife habitat by the National Wildlife Federation. For additional
information, visit

2015-06-08 00:00:00
U.S. BANK NAMES CARMICHAEL LYNCH AGENCY OF RECORD U.S. Bank (NYSE: USB), the fifth largest commercial bank in the United States, has named Carmichael Lynch as the company’s creative agency of record following an extensive review. The Minneapolis-based, full-service creative agency will be responsible for all elements of the company’s advertising and marketing communications, including creative, digital, social media, and production.

“U.S. Bank is that rare client who knows exactly what they stand for, and has a clear, compelling vision that sets them apart,” said Carmichael Lynch CEO Mike Lescarbeau. “Our job is to tell the world how the 67,000 people of U.S. Bank are helping customers of all sizes improve their financial futures by selecting the right banking partner.”

Among the key factors in U.S. Bank’s decision to partner with Carmichael Lynch was the full integration of Carmichael Lynch’s services, the power of the creative idea, and a shared belief that people are a company’s greatest asset – employees and customers. U.S. Bank also appreciates the benefit of utilizing local talent to interpret and creatively express the essence of its 152-year brand.

“We are excited to partner with Carmichael Lynch to bring our forward-looking, customer-centric vision to life in a way that highlights the strength and stability of U.S. Bank,” said Kate Quinn, executive vice president, Strategy and Corporate Affairs, U.S. Bank. “We are confident that Carmichael Lynch will help us articulate the U.S. Bank story in thought-provoking and impactful ways across all potential communication channels.”

About U.S. Bancorp

U.S. Bancorp (NYSE: USB), with $403 billion in assets as of December 31, 2014, is the parent company of U.S. Bank National Association, the fifth-largest commercial bank in the United States. The company operates 3,176 banking offices in 25 states and 5,022 ATMs and provides a comprehensive line of banking, brokerage, insurance, investment, mortgage, trust and payment services products to consumers, businesses and institutions. Visit U.S. Bancorp on the web at

About Carmichael Lynch

Carmichael Lynch is an internationally recognized leader in creative marketing, executing fresh ideas across all paid, earned and owned media. The agency’s client list includes numerous famous brands, including Subaru, U.S. Bank and Jack Link’s. Carmichael Lynch Inc. is owned by the Interpublic Group of Companies Inc. (NYSE: IPG), New York. For more information, visit 

2015-04-08 00:00:00
ELLIE TAYLOR NAMED 2015 WOMEN IN BUSINESS AWARD WINNER Minneapolis/St. Paul Business Journal has named Carmichael Lynch’s Communication and Marketing Director, Ellie Taylor, a winner of the 2015 Women in Business Awards. The award recognizes 50 women for their professional achievements, leadership qualities and contributions to the community.

In her role at Carmichael Lynch, Ellie leads the agency’s branding, marketing and communication efforts, focusing on the agency’s visibility and perception externally as well as internal sentiment and communication.

See the list of winners here

Link to Ellie’s bio here 

2015-04-07 00:00:00
MPLS MADWOMEN'S "MODERN MENTORSHIP" EVENT AT CARMICHAEL LYNCH Carmichael Lynch hosted the latest MPLS MadWomen event, called “Modern Mentorship,” to a sold out crowd of local advertising and marketing professionals.

The event centered around a panel that dissected today’s versions of mentorship and how to make those relationships successful. The panel discussed how a one-on-one mentor/mentee relationship might have previously been the norm, but it is clear that in today’s day and age, we can benefit from a variety of support relationships as our jobs and needs evolve and adapt. The event ended with a series of workshops that challenged attendees to take a critical look at their support networks an begin to define their relationships to help them maximize career success. 

2015-03-26 00:00:00
CARMICHAEL LYNCH WORK TRIUMPHS AT THE SHOW 2015 Carmichael Lynch took home the most awards of any agency at Ad Fed’s The Show 2015 on Friday, March 6.

At the end of the night, the tally was 7 Gold, 16 Silver and 19 Bronze for Carmichael Lynch with work for Subaru, Jack Link’s and GNC dominating the competition.

“The award recognition not only across our entire client roster, but within each client, speaks to the depth and talent of the team here at CL,” said Dave Damman, Chief Creative Officer at Carmichael Lynch. “We’re producing great work, we’re doing things first, and defining creativity here in The North.” 

2015-03-10 00:00:00
Carmichael Lynch AOR for BJ's Restaurant and Brewhouse Carmichael Lynch has been selected as the agency of record for BJ’s Restaurants, Inc., a nationwide casual dining destination known for its signature craft beer, deep-dish pizza and Pizzookie® dessert. The partnership is being solidified as the organization embarks on a significant and aggressive growth plan.

“We’re thrilled to welcome Carmichael Lynch to the BJ’s team," commented Kevin Mayer, BJ’s Restaurants, Inc. E.V.P. and Chief Marketing Officer. "Carmichael brings a proven record of helping brands reach unimaginable heights with that hard to find balance of fully integrated capabilities and big, brand building ideas. With our aggressive growth trajectory, they were the perfect fit for our brand.”

The relationship between BJ’s Restaurants, Inc. and Carmichael Lynch began with work on a research and strategy project, but is expanding based on the success of those efforts. As Agency of Record, Carmichael Lynch will handle strategy, media planning and buying, creative, digital, social, and analytics duties.

“We are excited to be partnering with BJ’s Restaurants during this time in their company’s evolution,” said Carmichael Lynch President and Chief Strategy Officer, Marcus Fischer. “They’re seeking big idea thinking and progressive digital and social work to reach their growth plans, and we’re ready to deliver. We’re looking forward to the work ahead.” 

2015-01-15 00:00:00
Meet the Barkleys Dogs have been driving Subaru vehicles for years. This year, we introduce you to a family of dogs, the Barkleys, that go through everyday relatable human experiences. They are moments we can all identify with. The new commercials focus on situations we've gone through with our own families: teenagers dating, road trips, getting stuck in traffic, getting lost in thought. When you meet the Barkleys you can sit back and laugh at all of the silly and simple human behaviors, because the dogs are standing in for us. You can see more of the Barkleys by visiting

2014-01-16 00:00:00
GNC Names Carmichael Lynch as Creative / Media Agency MINNEAPOLIS (January 10, 2014) – GNC Holdings, Inc. (NYSE: GNC), a leading global specialty retailer of health and wellness products, has awarded creative and media duties to Carmichael Lynch.

Carmichael Lynch emerged as the winner in a group of some of the best agencies in the country originally targeted as potential candidates for the job.

“Carmichael Lynch has a history of building emotional connections with consumers that drive passion for the brand and business results,” said Tom Dowd, executive vice president, 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.”

“We are excited to launch a new campaign with Carmichael Lynch, and we expect to reach new customers and introduce them to our fantastic store experience, top-quality products and leading sub-brands such as Pro Performance®, Total Lean™ and Vitapak®,” said Joe Fortunato, GNC’s chairman of the board, president and CEO. “Once we get new customers in the door, they will quickly understand why GNC is the leader in the industry and in addition leads the way in innovation with first to market products. The Respect Yourself campaign was very successful in communicating the GNC brand and its appeal across all demographics. We have enormous respect for Peter Arnell and the integrity of his vision. However, GNC was looking for a one-stop-shop that could cover all of our marketing needs, which are evolving. Carmichael Lynch fills those needs."

“We’re thrilled to be working with GNC,” said Carmichael Lynch’s president and chief strategy officer, Marcus Fischer. “They’re a true passion brand that is great to work on.”

The new campaign is expected to debut this spring. GNC marks the fifth account win for Carmichael Lynch over the past year.

2014-01-10 00:00:00
Copywriting legend Dean Buckhorn joins Carmichael Lynch

Dean Buckhorn today joined Carmichael Lynch in the role of group creative director, having been recruited by Carmichael Lynch's chief creative officer Dave Damman.

Buckhorn's famous work for clients from Coca-Cola to Miller Lite has gained international recognition for over twenty years, with awards coming from as far away as England's D&AD and the Cannes International Advertising Festival.

He is the author of the long-running TIME Magazine ad series that was named campaign of the decade by the prestigious One Club for Art & Copy in New York. He also created the popular Travelers Insurance campaign, which has won top honors from advertising professional groups for several years running.

"In a business of one-hit wonders, Dean is remarkable for his consistency, having created hit campaign after hit campaign, across media, and across time," says Damman. "Imagine the trust that inspires in clients."

Drawn from the East Coast to the vibrant Minneapolis advertising scene during the ‘90s, Buckhorn spent two decades partnering with numerous art directors at Publicis-owned Fallon, achieving success across a diverse range of accounts.

"I'm not someone who jumps from agency to agency," remarks Buckhorn, "I look forward to a long, productive time at Carmichael Lynch."

2014-01-02 00:00:00
It’s MythBusters versus Fact Confirmers in new Denver Museum of Nature & Science work The MythBusters do exciting, dangerous, and suspenseful work every day. The Fact Confirmers? Not so much. Carmichael Lynch and the Denver Museum of Nature & Science introduce us to these Fact Confirmers in a new TV and online campaign to support MythBusters: The Explosive Exhibition. “MythBusters is so famous and well-loved that it can be easy to gloss over what's really in the name: these guys are busting apart myths,” said Marty Senn, executive creative director at Carmichael Lynch. “Throwing Fact Confirmers up against it really reminds you how exciting it is to roll up your sleeves and blow things up, and The Explosive Exhibition is inviting you to do just that.”

The goal of the campaign is to drive traffic to the exhibit and engage the Museum's audience in a fun and entertaining way. "This exhibit is an invitation to come play and learn," said Amanda Bennett, director of marketing for the Denver Museum of Nature & Science. “It’s not about just watching the MythBusters, but getting to be one.”

2013-11-13 00:00:00
Tweet, or the plant dies. That’s not a threat; it’s the basis for a new Web experience and social experiment from Carmichael Lynch and the Denver Museum of Nature & Science to support MythBusters: The Explosive Exhibition. The initiative, called Talk to a Plant, invites everyone in the Twitterverse to help test the myth that talking to a plant helps it grow stronger and healthier. Here's how it works: go to and send the plant a message. It's that simple. Tweet about whatever you'd like: Obamacare, Tropical Storm Karen, the government shutdown, giant Asian hornets. A custom tweet-to-speech technology, developed by the agency using an Arduino-based device, will then read your tweet aloud to one of the plants. The other plant, sadly, sits in silence.

The plants run on 12-hour light cycles and are watered by an in-house lab technician. Tune in every Wednesday over the lunch hour for water showings. Watch the 24/7 live stream over the next couple of months to see if the long-standing myth might just be busted.

“The Explosive Exhibition has amazing ways for visitors to get involved and play the part of a MythBuster,” said Amanda Bennett, director of marketing for the Denver Museum of Nature & Science. The goal of the site is to drive traffic to the Exhibition and increase the Museum's digital footprint by engaging with people on Twitter. “We wanted to extend that experience online for people who can’t get to the Museum in person, or who just can’t enough,” said Marty Senn, executive creative director at Carmichael Lynch. Play your part by visiting or using #talktoaplant. The plant’s life might literally depend on you.

2013-10-09 00:00:00
A Subaru’s longevity is put to the test in latest work from Carmichael Lynch

People just don’t let their Subarus go. Why would they? Subarus continue to stand the test of time. They have mastered durability, now if only they could teach patience. “Stick Shift” shot by noted director/cinematographer Lance Acord (Where The Wild Things Are,) continues to highlight how a dependable car and a lot of patience can go a long way.

Luckily this long-suffering dad and his Subaru have the endurance needed to teach his son how to drive stick shift. But just when you think he’s made some strides, there’s a twin in the back waiting his turn.

Subaru, love a car that lasts.

2013-09-30 00:00:00
OMMA Awards recognize “The Awesomes” for awesomeness Monday night was an awesome night in New York, as Carmichael Lynch’s integrated sponsorship for Jack Link’s in the Hulu original program “The Awesomes” was a finalist in two awesome categories and won in the Video Appearing in an Interstitial – probably the most awesome category. "It's an honor to be recognized for such an innovative and awesome program. It proves that smart strategy and the right partnerships can really make an engaging difference for breakthrough work," said Joe Germscheid, Carmichael Lynch's director of consumer engagement. "Thanks to our awesome collaborators Hulu, Broadway Video, and Bento Box Entertainment."

See full episodes of “The Awesomes” at:

2013-09-25 00:00:00
American Standard and Carmichael Lynch want you to celebrate the indoors Today, Carmichael Lynch launches the new American Standard Heating & Air Conditioning campaign created to celebrate the indoors. What people do in the privacy of their own home is a scream in this new spot, “Movie Marathons.” And if you look closely enough, you can find the American Standard customer in this new print ad. Hint: he’s pint-sized, with a black nose. So beat the summer heat by putting on your favorite monster mask or playing a game of "Hide & Seek" because inside is where some of life's best moments happen.

2013-08-29 00:00:00
Carmichael Lynch names Dorion Taylor director of new business Dorion Taylor has been appointed director of new business at advertising agency Carmichael Lynch. Taylor comes to the agency from Target Corporation, where he was marketing operations manager. He will lead efforts to further expand the agency’s client roster, which already includes Subaru of America, Jack Link’s and recent account wins including Tempur-Pedic. Taylor will also manage publicity, media relations and digital marketing for the agency.

“Agency new business directors have one of the most important jobs in advertising — establishing relationships that help clients win,” said Carmichael Lynch CEO Mike Lescarbeau. “Dorion is a gifted collaborator who will be a tremendous asset as we continue to grow.”

Taylor began his advertising career in Minneapolis at Campbell Mithun and Martin Williams, where he helped manage brands such as Burger King, General Mills, Birds Eye, Andersen Windows, GlaxoSmithKline and Marvin Windows.

2013-08-12 00:00:00
Interpublic Group honors Mike Lescarbeau and Carmichael Lynch as Champions of Inclusion

Agencies from across Interpublic Group’s U.S. network gathered Wednesday at the IPG Inclusion Awards program in New York City. Carmichael Lynch’s CEO, Mike Lescarbeau, was named IPG’s Individual Champion of Inclusion. Lescarbeau was recognized for his leadership in advancing IPG’s goal of being among the world’s most diverse and inclusive companies.

“Bringing diverse points of view together is key to our success as a company charged with speaking to all types of people.” – Mike Lescarbeau

To see the list of winners click here:

2013-08-02 00:00:00
Love comes in many forms in the new Subaru work from Carmichael Lynch Awkward accidental first dates. Moms. Nudism. The Subaru “Love” campaign takes some twists and turns in the latest round of work from Carmichael Lynch.

Directed by master spot-maker and acclaimed cinematographer Lance Acord, the director masterfully demonstrates how a saintly amount of motherly patience, milkshakes, and dirt roads can work to evoke humanity’s favorite emotion.

In “The Date” a young couple discovers that you can find quite a lot driving down the road less traveled in a Subaru. Even a little bit of romance.

Oddly enough, it’s a mom who has a hard time keeping clothes on in “Redressing Room” where a rambunctious toddler refuses to wear anything but his birthday suit. Fortunately she and her Subaru are always prepared.

Love comes in many forms indeed.

2013-07-29 00:00:00
Carmichael Lynch and director Martin Granger explore the Tempur-Pedic Innovation Lab Carmichael Lynch launched two new Tempur-Pedic spots on national broadcast, cable and digital video. These spots, filmed by award-winning director Martin Granger, follow Dr. Nicklas Sandström as he explores the Tempur-Pedic Innovation Lab. Sleeping on the job is part of the job at the Lab. In the first spot, we follow Dr. Nicklas as he introduces us to Greta, a professional mattress tester. She sleeps all day, so you can sleep all night.
In the second spot, Love Birds, Dr. Nicklas faces his worst nightmare: Couples sleeping apart. With the help of his strong-willed and strong-armed lab technicians, watch as he attempts to get the couple back into bed together. Broken English and all.

2013-07-01 00:00:00
Carmichael Lynch and Jack Link's are Raining Down Meat in "Operation Sky Meat"

It is hard to believe that a year has passed since Jack Link's made snacking history by creating the first ever National Jerky Day on June 12, 2012. This year, to commemorate National Jerky Day, we planned celebrations in locations across the United States. Propaganda posters and teaser videos were created to build excitement/curiosity around "Operation Sky Meat." Yesterday, in partnership with Baseball Youth, Jack Link’s unveiled "Operation Sky Meat” at Omaha Champions Village. Baseball fans were treated to a jaw-dropping spectacle as thousands of Jack Link’s packages, attached to mini parachutes, dropped from a helicopter, filling the sky with America’s favorite jerky and thrilling spectators on the ground.

Teaser Video YouTube:
"Operation Sky Meat Plan #1 – Pigeon"

Teaser Video YouTube:
"Operation Sky Meat Plan #2 – Helicopter"

Teaser Video YouTube:
"Operation Sky Meat Plan #3 - Airplane"

Teaser Video YouTube:
"Operation Sky Meat Plan #4 – Rocket"

Finale Video YouTube:
"Operation Sky Meat: SUCCESS!"

2013-06-12 00:00:00
Subaru broadens its canvas in latest work from Carmichael Lynch

When does the perfect birthday gift become too perfect? Is it possible to suffer too much for your art? Waterbug sushi: Does it really taste like chicken? These and other imponderables are tackled as Subaru’s “Love” campaign continues its all-wheel-drive exploration of Man’s greatest emotion.

Collectively shot in practically every type of scenic landscape imaginable, the new batch of spots is fairly ambitious in both scope and beauty. Which should come as no surprise, seeing as they were crafted under the veteran eye of director/cinematographer Lance Acord ("Where The Wild Things Are.")

In the first commercial, “Nature Painting,” we watch as the surprise gift of a painting easel transforms a young Subaru owner’s hobby in to a full-blown, honey-are-you-okay obsession.

And in “Let’s Do That,” a new Subaru helps a couple turn the proverbial corner from talking about doing stuff, to talking about doing stuff while actually doing stuff.

Further proof from the folks at Subaru and Carmichael Lynch that love can, indeed, come in many forms.

Even art supplies.

2013-05-27 00:00:00
Carmichael Lynch and Director Rocky Morton Awaken Sasquatch As Hollywood teaches us, you just can’t keep a good mythological creature down. Carmichael Lynch’s latest chapter of Jack Link’s Messin’ With Sasquatch saga finds Sas a tad cranky after an overly long winter hibernation. And as he wanders farther into civilization to find out just what the heck happened to spring, he comes across a whole new crop of young folks who still haven’t learned the two most important rules of being in a Jack Link’s commercial: 1) Don’t ever mess with Sasquatch, and 2) See Rule 1.

Filmed by Rocky Morton, the first spot "All Dolled Up," shows why you should let sleeping Sasquatch lie. The other two spots "Coop" and "Hose," illustrate the painful lessons one must learn in Sasquatch country should you chose to upset him.

2013-05-20 00:00:00
Carmichael Lynch and Tempur-Pedic offer free samples of happiness It’s no easy thing giving you the best sleep of your life but the folks at the Tempur-Pedic Sleep Innovation Lab sure have fun doing it. Here, we’re given a sneak peak of their top-secret facility in some faraway land where English is optional and rest is a requirement. Filmed by Martin Granger, this first spot focuses on introducing the world to Dr. Nicklas Sandström and his wonderful world of sleep improving with a few slips of the tongue along the way.

2013-05-16 00:00:00
Carmichael Lynch and Tempur-Pedic take a look at the wrong side of the bed You are how you sleep. That’s the message from mattress-maker Tempur-Pedic and Carmichael Lynch in a new campaign breaking this week. Filmed by award-winning director Mike Mills (The Beginners, Thumbsucker), the first spot in the campaign looks at the life of an unrested mom from the point of view of her somewhat judgmental twin daughters. Rather than focusing on materials and restful bodies, the campaign reveals that the real value of a bed isn’t just how well you sleep, but how great you can be when you wake up.

2013-05-08 00:00:00