Carmichael Lynch Spong refreshes brand

After 23 years as Carmichael Lynch Spong, the PR firm has rebranded as Spong to create a stronger distinction from ad agency Carmichael Lynch.

After 23 years as Carmichael Lynch Spong, the PR firm has rebranded as Spong to create a stronger distinction from ad agency Carmichael Lynch.

Agency executives discussed a possible rebranding for a few years, said Doug Spong, president and founder.
"Creating more white space vis-à-vis Carmichael Lynch really gives Spong this freedom and flexibility to think about our ideas holistically versus not being the property of any one discipline," he said.

Spong added that his firm will not position itself as an advertising agency, though it does some creative and media planning and buying for clients. Having a stronger divide from Carmichael Lynch will allow the agency to get into new and growing service offerings.

"On occasion, there’s confusion between whether Carmichael Lynch Spong is an advertising agency or if Carmichael Lynch is a PR firm, so it brings a lot of clarity to that, and in this day and age, clarity is good," said Spong.

The sibling Interpublic Group agencies, which will remain in their shared office space in Minneapolis, will continue to work together for clients, such as Jack Link’s Beef Jerky and GNC.

"We’re as committed as ever to our integrated thinking and execution model on behalf of shared clients," said Spong.

He added that Spong shares about 20% of its clients with Carmichael Lynch.

Spong works with other creative firms, including BBDO on Jennie-O Turkey Store and McKinney on Sherwin-Williams.

In addition to a brand identity, Spong launched other assets on Tuesday, including a refreshed website and Facebook, Twitter, and YouTube channels with a revamped logo and color palette. Staffers will also receive new email addresses.

"The core beliefs of what Spong is really don’t change despite a refreshed identify," said Spong. "Our vision is still to be the world’s most creative PR firm, and our purpose for our people is to inspire each other, our clients, our clients’ consumers and stakeholders, the broader community, and what’s going on in broader pop culture in the world."

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