MINNEAPOLIS—Award-winning Twin Cities public relations firm Carmichael Lynch Spong has rebranded as Spong.
According to the PR agency’s founder and president Doug Spong, “We're making this move to avoid confusion between Spong and Carmichael Lynch. For some time now, we've considered the upside of creating more white space for Spong to compete in a world that has blurred the lines between what's traditional PR, advertising and digital while adding talent and expertise in social, mobile, experiential and other highly valued, fast-growing services.”
Spong says the firms collaborate as much today and ever before, but that it is equally important for the PR firm to collaborate with advertising, digital and marketing communications agencies other than Carmichael Lynch. “The majority of our clients retain other agency brands, and we play just as well in the neighbor kid's sandbox as we do our own.”
The firm has redesigned its website with a new visual identity and refreshed its social channels.