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. The incumbent on the account was the Richards Group in Dallas.
The business-to-business account will let the agency demonstrate its ability to reach customers through nonconsumer outlets, Colasanti said.
The agency landed the account of Babycenter.com, San Francisco, after a review of undisclosed agencies. The agency used its experience targeting mothers through work for First Alert and Veggie Tales, as well as its brand-building base, to land the Web site’s account, Colasanti said.
“They want us to forge a relevant positioning for this brand and blow it out,” he said. Billings on the account have not been determined, Colasanti said.
The agency landed Capella through its public relations subsidiary Carmichael Lynch Spong. The PR unit had worked for the online school since last May. Carmichael will create a print, online and direct mail campaign for the university. K