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Thursday, August 04, 2011

Campbell Mithun names Lynn Franz director of strategic planning

Campbell Mithun has tapped 11-year veteran Lynn Franz to lead planning for the agency, naming her senior vice president, director of strategic planning.  Franz joined Campbell Mithun in 2001 and established herself as a driver both of processes and technologies that pinpoint consumer insights to drive brand strategy.
“Lynn has been one of our strongest strategic leaders, instrumental in several recent new business wins, such as Frontier Communications and Mayo, and in guiding work for key clients like Syngenta, Frontier and Toro.” said Steve Wehrenberg, CEO of Campbell Mithun.  “Not only is she a great partner and contributor to communications-planning process, she’s also a passionate advocate for our creative work.”
To fuel the agency’s Everything Talks communications philosophy, Franz grounds the strategic-planning process in deep listening to both consumers and brands.  She pioneered the agency’s use of tools such as Semiotics to identify inherent yet subtle brand truths, uses online message testing and social-listening tools to tap real-time consumer sentiment, and also leverages resources such as Iconoculture and Brand Index to quantify insights.
“No one is better at taking data and turning it into the kind of motivating insight that drives creative imagination and communication effectiveness,” continued Wehrenberg.  “Like only the best of brand planners, Lynn can access her right brain and left brain at will to find motivating, persuasive insights.”
Franz earned the national Jay Chiat Planning Award for her work on H&R Block in 2008.  Prior to joining Campbell Mithun, she served as director of market research at Warner Bros.; she holds English Literature and graduate MBA degrees. Franz fills the vacancy left by former planning director Lance Saunders, who departed in October 2010 to become managing director of DDB Canada’s office in Vancouver.