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Spong Rebrands as Carmichael Lynch Relate

Published on October 18th, 2016

Effective today, Spong is changing its name to Carmichael Lynch Relate. This rebranding reflects the firm’s evolution as a creative marketing communications agency rooted in the public relations and social engagement disciplines.

“This rebrand comes amidst a year of record growth for our agency and is an exciting step in our ongoing evolution,” said Carmichael Lynch Relate President Julie Batliner. “Carmichael Lynch Relate is built on the foundation of nearly three decades of award-winning work creating big, contagious, game-changing ideas for our clients – ideas that steal the conversation and own their category. Our new name embodies this philosophy as we continue to build powerful relationships between people and brands.”

The name also celebrates the adjacency to advertising powerhouse Carmichael Lynch. Carmichael Lynch and Carmichael Lynch Relate remain stand-alone agencies, each with their own expertise that can snap together to provide a fully-integrated solution as needed. This collaboration offers clients a holistic, cross-discipline perspective on their businesses, taking into account paid, owned and earned strategies to deliver maximum results.

“These changes reflect how we’ve been working, and we’ve already seen great success with our shared clients – U.S. Bank, Jack Link’s Protein Snacks, Arla Foods and Truvia, among them,” said Carmichael Lynch CEO Mike Lescarbeau. “Our people are thinking beyond the borders of their disciplines and collaborating with others in the building to find the best ideas and solutions for our clients.”

Carmichael Lynch and Carmichael Lynch Relate are both introducing a new logo and identity system to represent this change.

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