We create big, contagious, game-changing ideas.

Carmichael Lynch Relate (formerly Spong) builds relationships between people and brands through ideas that create an unparalleled advantage for our clients.


We are relentless about results. Not just outputs, but outcomes. Outcomes that drive real business results.


Being recognized by our clients for impacting their business is reward enough. But it sure is nice to be recognized by leaders in our industry, too. We’re proud of our recognition for award-winning campaigns by PRSA and PRWeek as well as our “Creative Agency of the Year” win from The Holmes Report.

Our Culture

Learn. Play. Inspire. And do remarkable work. From our rooftop celebrations to our LEED-qualified workspace and our industry-leading diversity and inclusion initiatives, you’ll find us a creative, culturally-aware, community-involved and passionate group.

Carmichael Lynch

At Carmichael Lynch Relate, we get part of our name from award-winning advertising agency Carmichael Lynch. While we remain two stand-alone brands, we have the ability to snap together to anticipate our clients’ broad range of needs. It’s a unique, collaborative approach that provides our clients brilliant ideas across the full range of modern marketing channels, whether paid, owned or earned.

Client Experience

Clients are our reason for being, and we are proud to represent some of the most iconic brands in the world. We immerse ourselves in our clients' businesses as well as how people relate to them. We shop for them. We experience them. We observe others with them. We live them.


Active Clients:

Best Buy
Hearth & Home Technologies
Integrity from Marvin Windows and Doors
Jack Link’s Protein Snacks Latest Work: Jack Link’s Builds Monumental Buzz With “Meat Rushmore”
Liberty Diversified International
Lorissa’s Kitchen Latest Work: From Guy Snack to “My Snack”
Marvin Windows & Doors
MasterBrand Cabinets Latest Work: MasterBrand Makes Pinners Pine For Cabinets
MATADOR Beef Jerky
Meet Minneapolis Latest Work: An All-Star Social Media Performance
Michael Graves Architecture & Design
National Rugby Football League
Phillips 66
Post Consumer Brands
Prevent Biometrics
Rapala Latest Work: Rapala Tips The Scales
Schwan’s Company
Sherwin-Williams Latest Work: Inspiring Care for Communities
U.S. Bank Latest Work: The Power of Possible

Past Clients:

American Humane Association
BJ’s Restaurant & Brewhouse Latest Work: “Name Your Baby Quinoa”
Dunkin’ Brands
FairTrade Certified
H&R Block Latest Work: Developing Financially Savvy Teens
Hasbro Games
Kellogg School of Management
Lamps Plus
MOM Brands
New Balance
Newell Rubbermaid
Noodles & Co.
Select Comfort
Seventh Generation
Silk Soymilk
St. Jude Medical
University of St. Thomas