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Wrong Randy Hughes?

Mr. Randy Hughes

Executive Creative Director, Senior Partner

Carmichael Lynch Spong

HQ Phone: (612) 334-6000

Email: r***@***.com

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Carmichael Lynch Spong

110 North 5Th Street

Minneapolis, Minnesota 55403

United States

Company Description

Carmichael Lynch has earned a worldwide reputation for building brands through inventive ideas. The agency's portfolio of clients includes Subaru of America, Jack Link's Beef Jerky, Trane Inc., American Standard Heating and Air Conditioning and other envi ... more

Find other employees at this company (283)

Background Information

Employment History

Senior Sales Director

Sawgrass Technologies Inc

Art Director

J.R. Navarro & Associates

Web References (172 Total References)

Randy Hughes | Carmichael Lynch [cached]

Randy Hughes

Executive Creative Director
Randy Hughes
Executive Creative Director
Randy Hughes joined Carmichael Lynch as a senior art director in 2000. He quickly rose through the creative ranks with award-winning work for clients across the agency's roster, earning top national and international honors for breakthrough campaigns on behalf of American Standard, Porsche, Gibson Guitars and many others.
Randy is the originator of the Subaru Love campaign, which has not only been universally lauded for its creativity, but has served as a catalyst for the car brand's recent record sales growth.
Since 2007, when Randy created the first, emotionally driven work for then-new client Subaru of America, the brand has surged past 11 other automakers on the list of America's best-selling cars. Left in the dust have been big names like Cadillac, BMW and Volkswagen.
TIME Magazine named "Baby Driver," created by Randy, as one of its top 10 commercials of 2010.

Stacy Janicki | Carmichael Lynch [cached]

Randy Hughes

Executive Creative Director

Joe Grundhoefer | Carmichael Lynch [cached]

Randy Hughes

Executive Creative Director

About | Carmichael Lynch [cached]

Randy Hughes

Executive Creative Director

One option, recalls Randy ... [cached]

One option, recalls Randy Hughes, the agency's executive creative director, was a type of public-service ad where "Dog Whisperer" star Cesar Millan would use a Subaru to, say, demonstrate how to properly secure a dog in a car.

But Hughes wanted to make a car commercial instead.
"It was a no-lose situation," he said.
Hughes said the spots have "cut through the clutter" and clearly distinguished the brand. "People ask me what I do for a living," he said, "and when I tell them I sell cars for Subaru, they ask, "Do you make those dog commercials?'"
"One of the guys grabbed a camera, and we just made some stuff up," Hughes said.
"It's what you don't see just outside of frame," Hughes said. "Here's the dog shifting the gears. Well, if you widen out one more inch of frame, you'd see the art director pushing the dog's paw."
In another, the art director lay on a fully reclined driver's seat operating the pedals while his dog was on his lap, Hughes recalls. (Dramatization. Do not attempt.)
Later that summer, Hughes and his team flew to Subaru's U.S. headquarters in Cherry Hill, N.J., for a meeting with its marketing leaders. There, Hughes pitched the driving-dog idea as a broader campaign and showed them the sample spots his team had created.
"I was anxious," Hughes said. "I thought this was gold, and I hoped they'd see it. But it was pretty nontraditional."
When the lights came on, "the room just erupted," Hughes said, and Subaru wanted to see more.
Hughes believes the campaign works because it is authentic. It reflects what Subaru stands for based on its work with animal groups and its customer base of outdoor enthusiasts and animal lovers.
"I get two or three phone calls a month where people ... say, "Thanks for doing these ads; I really appreciate it. I'm going to buy a Subaru,'" Hughes said.

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