CL Seeks Interactive Image Boost

Melody Lentsch, Carmichael Lynch’s new director of interactive, said she knows the agency has to work to erase perceptions that it is primarily a print shop.

“If I could categorize CL’s [interactive] efforts in the past, it was, ‘Dip your toe in when clients need you,'” she said. “[But] our existing clients are coming to us more and more with integrated campaign needs.”

With added interactive projects from American Standard, Porsche Cars and Ikea, Lentsch said she expects the Minneapolis shop’s interactive division to double in size this year and end up with about 17 staffers.

Lentsch took over the position as director of interactive last week, replacing Tom Gunderson, who last year was the first person to fill the post.