Carmichael Resigns Johnson Worldwide

By Ellen Rooney Martin

CHICAGO–Carmichael Lynch has resigned its $6 million account from outdoor outfitter Johnson Worldwide Associates following management changes at the client.

Minneapolis-based Carmichael had resigned the Stren Fishing Line account in 1995 to take on larger JWA. The agency initially was awarded the SpiderWire, Mitchell reels and Johnson reels brands. In March 1996 it was assigned additional pieces of the Sturtevant, Wis.-based company’s product lineup, including Minn Kota trolling motors and marine accessories and Neptune outboard motors. The following month, the agency also added responsibilities for JWA’s camping division, which includes the Eureka! and Camp Trails tent brands.

Those assignments were awarded by Robert Reid, JWA vice president and business unit manager for Johnson Worldwide fishing and marine divisions, who had credited the agency’s experience with outdoor products and with national brand-building advertising for gaining the expanded responsibilities. Reid has since left JWA and been replaced by Tim Kelly.

Kelly could not be reached for comment on Carmichael’s resignation and JWA’s plans for identifying a new agency to handle the account.

‘There were no hard feelings,’ said Jack Supple, Carmichael president and chief creative officer. But the agency ‘just didn’t click’ with JWA’s new marketing management, he said. The relationship is expected to wind down by June, Supple said.

Carmichael will continue to handle public relations for JWA and is completing some TV spots for the client.

Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED