CL Credits Recent Wins to Improved Integration

Nontraditional Advertising to Be Key for Trane, Babycenter.com
CHICAGO–Long known as a strong print shop for consumer brands, Carmichael Lynch credits its three recent business wins to broadened efforts at integrated advertising.
Trane Co., a business-to-business heating and cooling account; and Babycenter.com, an online resource for new and expecting parents, each hired the agency largely for nontraditional advertising needs. Combined with the Minneapolis shop’s recent pick up of online university Capella Education Company, the new accounts show the agency’s improved ability to leverage its integrated units, president John Colasanti said.
“It’s a demonstration that we’re continuing to grow, attract a broader client base and showcase our integrated capability,” he said.
Trane, a division of CL client American Standard, awarded its $5 million account to the shop after an informal review, Colasanti said.