Carmichael Lynch Director of Consumer Engagement Neil Goodspeed was named one of Adweek’s 2017 Media All-Stars. The list includes “the 15 most innovative agency executives in media buying and planning.”
A 12-year agency veteran, Neil Goodspeed has served as director, consumer engagement for Carmichael Lynch since November 2014. During that time, he has presided over campaigns for a range of clients and introduced Carmichael Lynch’s “Office Hours” concept to the media planning process.
Goodspeed likens Office Hours to a college professor who may help at various stages of an assignment. He says it allows for an “always-on mode of thinking” which “frees up partners to get after game-changing ideas” and opens up a “continuous conversation.”
“We’re open to whatever level of detail an idea is developed to and try to kick it around to make it bigger and better,” he adds.
“His business-first approach is a rare quality, not just in the media world but the broader marketing industry,” explains Carmichael Lynch CEO Marcus Fischer. “No matter what position you put him in, he’s unflappable. He’s always been a strategic rock.”
Goodspeed says Carmichael Lynch’s “Love” campaign for Subaru is all about connecting with the brand’s owners “at the right time, with the right message.”
Over the course of the campaign, he claims the client has nearly doubled its media spend, while sales have increased by between threefold and fourfold.
“We’re proud of that media success story,” he adds.
Another success story for the agency is Jack Link’s, which has grown from a fledgling brand to a category leader. Goodspeed says the IPG-owned agency recognized the brand’s “unique tone, feel and heritage from the beginning,” leveraged that to further sales via connecting with the “adventurous spirit target” and becoming “part of that culture.”
“We had a clear vision of where the brand could go and the tone it wanted to take and we connected it to environments where the audience would expect to see something from one of their friends,” Goodspeed explains.
Speaking to the broader media landscape, Goodspeed says he believes brand safety will “continue to be part of the conversation,” adding that it’s “not a new thing for those of us on this side of the desk to be concerned about” but has received more press recently, contributing to a heightened sensitivity to the issue.
See the full list of this year’s Media All-Stars here.