Spong no longer: Minneapolis firm rebrands as Carmichael Lynch Relate

Eight months after Doug Spong joined Fahlgren Mortine in an of-counsel role, the agency Spong is rebranding as Carmichael Lynch Relate.

Julie Batliner
Julie Batliner

MINNEAPOLIS: Two years after its most recent rebrand, Spong is changing its name to Carmichael Lynch Relate, effective immediately.

Creative agency Carmichael Lynch and Carmichael Lynch Relate are both introducing a new logo and identity system to represent the rebranding. Carmichael Lynch Relate president Julie Batliner said the name change reflects the firm’s evolution as a creative marketing communications agency rooted in the PR and social engagement disciplines.

Carmichael Lynch Relate is a division of Interpublic Group’s Carmichael Lynch. Batliner explained that while Carmichael Lynch and Carmichael Lynch Relate are standalone agencies, they can "easily snap together" to provide services for clients.

"We wanted a name that better reflects who we are now, what we are doing now, and how we have been working to provide more holistic solutions for our clients," she explained. "The Carmichael Lynch name is a nod to our creative DNA and ‘Relate’ is the part that signals how we have continued to evolve and stay ahead of the changing marketing landscape."

"Relate" references the firm’s role building relationships between people and brands, clients and stakeholders, and with influencers and the media, noted Batliner.

In 2014, the agency rebranded from Carmichael Lynch Spong to Spong to create a stronger distinction from ad agency Carmichael Lynch. Batliner said the firm is constantly evolving and different than it was two years ago.

"While that made sense at the time, the way that we are working, this name better reflects who we are," she said.

Batliner stepped in for agency founder Doug Spong at the top of the firm in the fourth quarter of last year. She noted that much of the shop’s near-13% growth in 2015 was fueled by consumer work, which accounted for 55% of its total revenue.

Spong joined Fahlgren Mortine in an of-counsel role in April 2016.

Clients shared by Carmichael Lynch and Carmichael Lynch Relate include U.S. Bank, Jack Link’s Protein Snacks, Arla Foods, and Truvia.

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