Last year, energy company Phillips 66 named Carmichael Lynch as its lead consumer agency.

In doing so, it assigned the Minneapolis-based shop responsibility for promoting thousands of gas stations operating under three banners: Phillips 66, Conoco, and 76.

“It was a ‘win-one-get-two-free’ deal,’” Lachlan Badenoch, Carmichael Lynch’s chief strategy officer, told delegates at the 4A’s (American Association of Advertising Agencies) 2018 Strategy Festival.


Lachlan Badenoch, chief strategy officer, Carmichael Lynch

The initial brief from the client, he related, was undoubtedly tough: “They wanted one strategy that could support these very different brands in very different regions,” he explained. “We could execute it differently; the creative didn’t have to be the same. But they wanted one underlying strategy so they could pivot off that for the same kind of promotions.”