Carmichael Adds 2 New Clients

Carmichael Lynch, Minneapolis, last week was awarded a branding account for Paris-based manufacturer Delsey Luggage. Billings are expected to be as much as $5 million.
Though not well known among U.S. consumers, Delsey is the second-largest soft- and hard-sided luggage manufacturer in the world after Samsonite Corp., Denver, said Roman Paluta, Carmichael Lynch group account director. Delsey’s U.S. offices are located in Baltimore.
The Delsey brand is known among business executives and throughout Europe, and Carmichael Lynch will be called upon to build the brand’s name in the U.S. through trade and consumer print advertising. The initial assignment will focus on the introduction of an undisclosed new product.
Carmichael Lynch won the Delsey account after a short competition with Campbell Mithun Esty, also in Minneapolis.
Francesca Sommariva, Delsey’s director of marketing, said the company was impressed with Carmichael Lynch’s brand-building track record.
The agency will also be handling advertising for a popular luggage destination, having been named agency of record last week for Memphis, Tenn.-based Harrah’s Entertainment Inc. The win had been expected [Adweek, Nov. 3].
Baltimore-based Trahan, Burden & Charles Advertising, Harrah’s lead agency for field work for the last 10 years, will continue to handle advertising for individual properties.
Billings for Carmichael Lynch’s branding effort, a new account, are estimated to be $20-30 million. The shop has been asked to create an umbrella corporate identity for the gaming company, which operates 13 casinos.
“[Carmichael Lynch] demonstrated with some of their case studies how they’ve been able to build brands [and] reinvent brands,” said Karen Von Der Bruegge, Harrah’s vice president of strategic marketing.
–with Katy Eckmann