Grow Boating task force selects ad agency

CHICAGO – The Grow Boating Marketing Task Force has selected Carmichael Lynch, a Minneapolis-based firm, as the advertising agency of record for the industry’s Grow Boating initiative, the National Marine Manufacturers Association said in a release yesterday.

John Dorton, president and CEO of MasterCraft Boats and chairman of the task force, revealed the selection Thursday after an intensive two-day review of the four agencies that had advanced through the selection process and were finalists for the account. In addition to Carmichael Lynch, the other agencies were: DDB, Chicago; Mullen, Wenham, Mass.; and the Richards Group, Austin, Texas.

“We have had two days of presentations by four of the best agencies in the country,” Dorton said. “Carmichael Lynch showed us that they are a smart, creative, strategic agency. They clearly demonstrated that they understand the challenges of our industry and brought compelling ideas to the table.”

Carmichael Lynch, with billing of $300 million annually, boasts a client list that includes Harley-Davidson, Porsche, Rapala, Northwest Airlines and Peterbilt.

The Grow Boating Initiative is a cooperative effort among leaders in the recreational boating industry to increase participation in boating by actively promoting the boating lifestyle to the public, improving product quality and industry statistics. The Marketing Task Force has been tasked with building the marketing communications strategy to increase participation in boating.

NMMA President Thom Dammrich will present an update on the Grow Boating initiative at the IBEX Industry Breakfast on Oct. 27. Tickets to attend the breakfast are still available, contact Dan Green at (312) 946-6269; to purchase tickets.

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