Director of Brand Activation—
Steve Knapp leads our insight-driven discipline called Market Strategy. After helping to reinvent Carmichael Lynch’s approach to brand planning, Steve’s team develops a brand’s go-to-market strategy by a gaining a deep understanding of culture, business and human experience to determine the best messaging opportunity, audience focus and media-neutral activation approach. This new way of thinking guides cross-discipline teams throughout the idea creation and execution processes to ensure the strategic approach remains on track.
Steve’s background is centered in media strategy and holistic connection planning with proven experience growing business and executing successful brand programs, both large and small, across traditional, digital, social, mobile and experiential media platforms.
Prior to joining Carmichael Lynch, Steve served in leadership roles at Olson and Campbell Mithun in Minneapolis. While there, he pioneered innovative and effective programs for brands including Nike, General Mills, H&R Block, Kimberly-Clark, Land O’Lakes, Chinet, MoneyGram, Fifth Third Bank, Northwestern Mutual and Phillips Distilling.
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. As a respected industry expert, Steve’s point of view has been sought out in media outlets and at speaking engagements including The New York Times, Fast Company, USA Today/Cannes, OMMA, iMedia Connection and recurring appearances at the University of Minnesota.