Carmichael Lynch : advertising & marketing assignments

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Carmichael Lynch is a full-service advertising and PR agency headquartered in Minneapolis, and a standalone subsidiary of Interpublic. It has a reputation for witty and warm-hearted creative work, and is perhaps best-known for its ads for Subaru, a cornerstone client since 2009. PR agency Carmichael Lynch Relate (originally Carmichael Lynch Spong until 2015) is a separate unit and a major contributor to the group's overall business, with several regional offices of its own, including one in New York. Marcus Fischer is group chief executive, with Marty Senn as chief creative officer. The agency was founded in 1962 by Jack Carmichael and Leland "Lee" Lynch, and soon established a reputation for feisty, creative advertising. However the business remained small, focused mainly on regional accounts. Carmichael left the shop after just five years, leaving Lynch as its controlling shareholder. A key development was the capture of the Harley-Davidson account in 1979. That win led to the steady growth of the shop into a national force. The agency was acquired by Interpublic in 1998. AdAge estimated revenues of $62m in 2017.

Capsule checked 23rd November 2018

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Recent stories from Adbrands Update:

Adbrands Social Media 18th Feb 2019: "For All You Love / Imagination". Carmichael Lynch has unveiled a trio of typically brilliant new campaigns for Subaru. Usually these come in drip-feed installments, but this time they've released all three together. Two are so good - and so different from each other in style - that we couldn't decide which one to pick, so here are both. We are regularly astonished by the consistent quality of the work this agency does for the Japanese carmaker. We're certain it plays a major role in keeping Subaru among the top-selling brands in the US: a feat unmatched in any of that company's other major markets. It's the warmth of its imagination that distinguishes this campaign from any other US auto manufacturers. Long may Carmichael Lynch's reign continue.

Adbrands Social Media 2nd Mar 2018: "See The World". We've always got time for Carmichael Lynch's warm-hearted, often outdoorsy ads for Subaru of America. We're not especially familiar with Subaru here in Europe, but it's now the 8th most popular car brand in the US and agency CL have played a large part in getting it there. Those dog ads are a big crowd-pleaser of course, but it's the emotionally rich human tales that really capture our attention. Here's a fine example; and it's not some creative director's fanciful invention. This is George Wurzel who is in reality a blind artist at the Enchanted Hills Camp in Napa, CA, who takes sighted visitors on sensory tours along local nature trails. Lovely photography and scenery ads to the whole experience. 

Adbrands Social Media 20th Feb 2017: "Rewind". We've long admired Carmichael Lynch's excellent ads for Subaru which have helped to make that Japanese carmaker one of America's top 10 marques ahead of better known brands like Dodge or VW. There's a set of three new spots out this week. One of them adapts the same idea they used so successfully a few years ago for their 'Baby Driver' spot, but with a boy instead of that little girl. Nicely done, but it's a shame to recycle your own work. We prefer this clever spot promoting Subaru's safety technology. 

Adbrands Weekly Update 14th Jul 2016: Ads of the Week: "The Boy Who Breaks Everything". We've remarked before on the consistent excellence of Carmichael Lynch's ads for Subaru, which undoubtedly play a strong role in making the US that carmaker's biggest market by a considerable margin. Always warm and richly emotional, the films place enormous emphasis on family values, firing a sentimental arrow straight to every parent's heart- and purse-strings. Here's another gem, featuring a poor kid with a habit of breaking (almost) everything. Lovely.

Adbrands Social Media 25th Jan 2016: "House". Interpublic's Carmichael Lynch has already proved itself a past-master at tapping gently on your heartstrings with its emotionally rich ads for Subaru. Here it delivers similar results for US Bank with an excellent new campaign; definitely among the most compelling for a major lender. It's a clever concept, one that works equally well across residential banking and small business services. 

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