Director of Brand Activation—
Steve Knapp leads brand activation, a discipline developed by Carmichael Lynch to help clients manage the explosion of media options available today. Using his deep background in connection planning, he makes sense of an increasingly complex array of touch points and determines the right level of support for creative ideas across paid, earned and owned platforms.
Prior to Carmichael Lynch, Steve served as vice president and media director for OLSON in Minneapolis. He pioneered innovative and effective programs in social media, ambient and experiential marketing, branded content and traditional media for all clients including Nike, General Mills and Northwestern Mutual. Under his leadership, agency media billings increased more than 22 times and department staff by eight times through organic, new business and media-only client growth.
Before OLSON, he was an associate media director and vice president at Campbell Mithun. During his 12-year tenure, he worked on major agency clients H&R Block, Kimberly Clark, General Mills, Moneygram, Land O'Lakes, and UnitedHealth Group.
Steve’s achievements have been recognized with multiple Effie awards, MEDIAWEEK’s Media Plan Of The Year, MEDIAPOST’s Creative Media Award and Marketing Sherpa’s Viral Hall of Fame.