CL Brings Home Amana Account

Carmichael Lynch will look to redefine and restore the Amana brand for today’s consumer in its first work for the company, said an agency official.

“We think we’ve identified a brand for a new kind of consumer and new buying trends,” said Roman Paluta, CL’s chief marketing officer. “We have a proven track record [for] restoring the luster to these once-great brands.”

Paluta said the brand fits within the agency’s burgeoning home products accounts, which include Trex, Formica and American Standard.

The shop won the estimated $15 million account after a review that included Chicago agencies Leo Burnett and DDB and Minneapolis shop Campbell Mithun, sources said. Carmichael’s first work for the brand is expected to break in the summer, sources said. The company parted with its previous creative agency, DDB New York, in November 1999.

Carmichael’s assignment includes creative, media, interactive and relationship marketing for the Amana, Iowa-based brand, which was acquired by Maytag Corp. last August. CL will look to define Amana as an important part of the company’s portfolio, which includes Maytag and Jenn-Air.

“[Amana] is a very nice complement to Maytag,” Paluta said. “There’s a real opportunity to leverage each of those three brands to grow the entire portfolio.”

Leo Burnett is the lead agency handling Maytag and Jenn-Air.

Amana had no recorded advertising spending through October of last year, per CMR. However, the company spent $12 million in 2000 and $20 million in 1999, according to CMR.