Spong PR agency becomes Carmichael Lynch Relate

Minneapolis public relations agency Spong has again linked itself to its sister advertising agency Carmichael Lynch and changed its name, two years after it shed the Carmichael Lynch label.

Spong, which took its title from its founder, Doug Spong, on Tuesday was renamed Carmichael Lynch Relate. It will remain a stand-alone brand from its advertising partner. Both agencies are under the umbrella of the Interpublic Group of Companies, one of the world's largest advertising firms.

The change is expected to allow the two firms to collaborate more seamlessly when sharing clients.

"In many respects, these changes to our agency branding reflect how we're already working," Marcus Fischer, president of Carmichael Lynch, said in a statement. "We've seen great success with clients such as U.S. Bank, Jack Link's and Truvia, which utilize Carmichael Lynch for advertising and brand development, and Carmichael Lynch Relate for activities rooted in public relations."

Doug Spong founded Carmichael Lynch Spong in 1990. In 2014, the firm rebranded to just Spong "to avoid confusion between Spong and Carmichael Lynch," Doug Spong said at the time.

He left the company at the end of last year and started his own consultancy.

Nicole Norfleet • 612-673-4495