The 1-2 Advertising/PR Punch: Integrated, Knockout Comms Strategies Revealed


Back in March 2011, executives at Minneapolis-based PR agency Carmichael Lynch Spong (CLS) sat down with an assembled team of advertising, consumer engagement and brand activation experts on behalf of client Schlage, the venerable security systems and lock maker. Schlage had a new product to tout—a keyless door lock—and a 360 degree campaign with an in-market launch for October was in the works. More meetings ensued, and the subject of TV ads were broached. “They give you the broadest awareness the quickest,” says Maria Reitan, senior principal of Carmichael Lynch Spong, who has worked on Ingersoll Rand —Schlage’s parent company—brand accounts for several years. But what of the PR in concert with the TV spots?

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