SCHAUMBURG, IL: Thermos has selected Carmichael Lynch Spong as its corporate and consumer AOR for North America following a competitive review.
The company, which was founded in 1904, chose Carmichael from a field of four agencies, said Julie Ryan, VP of marketing at Thermos. She declined to name the other firms in the review or disclose budget information for the account.
Before bringing on Carmichael, the company named Wheatley & Timmons AOR in 2003. That firm's founder and principal, Richard Timmons, founded 3rd Coast PR in 2011, and the shop continued to work with Thermos until the review. Ryan declined to comment on the incumbent agency.
“We were pleased to have helped Thermos grow the business more than 300% over that 10-year period while winning numerous industry awards for our work, and we wish them the best in the future,” said Timmons, president and chief strategy officer at 3rd Coast.
Thermos selected Carmichael because of its experience increasing brand recognition. Ryan added that the company also liked the fact that the agency has offices in New York, Minneapolis, and Los Angeles because it will help the brand with a national perspective.
“Over the past 10 years, we've really focused our PR efforts on product launches more specific to product categories, and we're looking forward to working with [Carmichael] on a much more holistic campaign that brings out genuine Thermos brand awareness,” explained Ryan.
While Thermos has high brand recognition, Ryan said many consumers don't realize that the company has a wide range of product offerings, such as infant products, coolers, and lunch bags.
Carmichael will engage North American media and bloggers, depending on initiatives taking place at the time such as back-to-school efforts or those for specific seasons or holidays.
As part of the initial one-year contract, the agency is also handling social media for Thermos, added Ryan. Going forward, Carmichael may also support global programs.
At this point, the work is PR- and social media-focused, but Ryan said “there is an opportunity in the future to work on the advertising side, as well” with sister ad agency Carmichael Lynch.