Creative
News
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College influencers compete for $100K brand deal in Xfinity social reality show
College content creators are vying for a $100,000 Xfinity brand deal in the telecoms brand’s back-to-school social media series, Best in Class. Katie Feeney — a Time 100 2026 sports creator who’s garnered 8 million Instagram and TikTok followers by interviewing NFL stars including Oregon Ducks QB Dante Moore and Olympic gold medalists including Team USA gymnast Suni Lee — is hosting the seven-episode series. Conceptualized by Xfinity’s social media AOR Carmichael Lynch, each Best in Class episode challenges six rising college content creators to use Xfinity Mobile’s Wi-Fi-powered phones to complete tasks. NBCUniversal’s Rock Studios — which has produced brand work for Love Island and The Traitors – produced Best in Class.
PR Week, 08/10/2026
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Xfinity Puts Six-Figure Deal at Center of Creator Series
Xfinity is using a seven-episode social-media competition to recruit a college creator for a six-figure brand partnership, extending the Comcast-owned brand’s marketing strategy into short-form programming built specifically for Instagram and TikTok.
MyChesCo, 08/09/2026
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Butterball Aims for Everyday Relevance With “Care Hard. Cook Easy.” Campaign
Butterball is looking to move beyond its Thanksgiving stronghold with the launch of “Care hard. Cook easy.”, a new integrated campaign aimed at building everyday relevance and long-term growth, particularly with younger consumers. Developed with agency partner Carmichael Lynch, the effort reflects Butterball’s push to translate decades of holiday leadership into more frequent meal occasions across the year.
Foodmarket, 06/01/2026
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Everyday Turkey Cooking Campaigns : Butterball 'Care hard. Cook easy.'
Turkey is a Thanksgiving must-have, but the Butterball 'Care hard. Cook easy.' campaign aims to change the perception of the protein option into a year-round option for consumers to consider for virtually any meal. The campaign was developed through a partnership with Carmichael Lynch and builds on the brand's legacy by transitioning it into a modernized relatable position that prioritizes playfulness. The campaign will be anchored by two commercials including Carried Away and Favorite Part that put a spotlight on two brand ambassadors whose enthusiasm embraces both product versatility and humor.
Trend Hunter, 05/30/2026
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The “Care hard. Cook easy.” platform brings Butterball’s legacy of helpfulness into a more modern, relatable space, grounded in playful ease and humanity, all while celebrating Butterball’s portfolio of everyday products, from ground turkey and turkey burgers to smoked sausage and turkey breast roast.
Perishable News, 05/28/2026
Clients
| Client | Start Year | End Year |
|---|---|---|
| Subaru | 2007 | Current |
| Butterball | 2025 | Current |
| Xfinity | 2018 | Current |
| Xcel Energy | 2019 | Current |
| Havertys Furniture | 2023 | Current |
| Saputo Dairy (Frigo Cheese Heads, Vitalite, Montchevre, Treasure Cave, Stella) | 2022 | Current |
| Independence Blue Cross (IBX) | 2018 | Current |
| Maker's Mark | 2024 | Current |
| Red Robin | 2024 | Current |
| Pennsylvania Liquor Control Board (PLCB) | 2018 | Current |
About
Carmichael Lynch has been evolving since the day we opened our doors in 1962. That spirit of continual reinvention is central to who we are — especially over the last five years — as we’ve united our legacy of building iconic brands with the rapid evolution of marketing, culture, and the agency model itself. We also welcomed the Tierney agency into Carmichael Lynch strengthening our offerings and scale.
Our defining strength is our ability to crystallize a brand’s truth and using creativity to connect that truth to people and culture. In a world where business is more complex than ever and culture is louder than ever, simplicity isn’t just refreshing; it’s essential.
That belief fuels our guiding philosophy: THE HARD WORK OF SIMPLE.
We strip away the noise to reveal only what’s most compelling. Because in today’s attention economy, simple isn’t simplistic — simple works harder.
This approach is part of our DNA. We’ve helped brands like Harley-Davidson, Jack Link’s Protein Snacks, Coca-Cola, Subaru, H&R Block, Maker’s Mark and IKEA uncover their simple, resonant brand truths — building platforms that drive both connection and business results.
Another defining advantage: true integration. Our single P&L model empowers us to tap the full breadth of our expertise — creative, media, strategy, and public relations — without friction or silos. At Carmichael Lynch, these disciplines don’t merely collaborate; they operate in lockstep, acting as catalysts for each other’s ideas. We ideate together from the start, ensuring every solution — whether a long-term platform or a real-time response — is stronger, faster, and more cohesive.
People
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Stacy Janicki
Chief Executive Officer
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John Green
Chief Financial Officer
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Tracey Santilli
President
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Lachlan Badenoch
Chief Strategy Officer
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Neil Goodspeed
Chief Media Officer
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Brynna Aylward
Chief Creative Officer
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Randy Hughes
Executive Creative Director
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Kristen Guthrie
Director of People & Culture
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Dominique Anzano
Head of Production
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Ang Legein
Director of Digital
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Emily Den Boer
Director of Social Strategy
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Mac Smith
Director of Business Intelligence
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Alissa Anderson
Executive Vice President