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.
Carmichael Lynch CCO Marty Senn talked about the new design: “With this redesign, we wanted to say our name simply and let our work speak loudly. It’s a classic mark, with a palette and patterns that gives us the room and flexibility to keep it evolving as the agency evolves.” The patterns play a strong role in this system as its made up of surfaces and textures from around the agencies’ shared office spaces.