Brandon Miller feels like he’s grown up at the agency that gave him his start.
After graduating from the University of Minnesota in 2006, the Hector, Minn., native joined Carmichael Lynch as an assistant planner but quickly ascended to senior engagement strategist, becoming an integral part of the agency’s Subaru team.
Our Media All-Stars Rising Star, Miller’s data-intensive approach to Subaru’s and other clients’ media strategies convinced them to boost their digital spend at Carmichael Lynch from less than $1 million in 2006 to north of $60 million last year.
The pressure of such a major account doesn’t intimidate the 29-year-old, even though he’s tasked with search, video, display and programmatic buying for the client.
Miller attributes his success on Subaru to the fact that they have grown up together in the digital space.
“Brandon does great work for our clients because of his sense of curiosity,” says Joe Germscheid, director of consumer engagement at Carmichael Lynch. “He is always striving to find out how and why something works the way it does. It’s not out of the ordinary to see him with a college textbook or some white papers.”
Miller’s shining moment came when he pioneered a program with artificial intelligence firm Rocket Fuel to reach consumers who were not considering Subaru.
The campaign yielded 73,000 new dealer interactions in 2013. Miller even joined Rocket Fuel and Subaru onstage at the J.D. Power Automotive Marketing Summit last October to present the results—impressive for any media agency type, especially one who isn’t yet 30.
“All you’re doing is trying to get media in front of people who are more apt to do it anyway instead of those who are already tipped to take the action,” Miller says of the work he did for Subaru. “We devised a way to target those people. It was a really cool thing that happened there, and we hit one of our media goals.”
The secret to Miller’s run at Carmichael Lynch?
“One of the reasons that I’ve had a bit of success is that I really do love my job, media and digital media,” he says. “The whole discipline is a cool place to be, and with programmatic churning out efficiencies, there’s more time for creativity.”
—Kristina Monllos, AdWeek