About Us

Based in Minnetonka, Minnesota, Normark Corporation was the exclusive U.S. distributor for Rapala, a Finnish-made fishing lure that was the leader in its market segment. Normark had long worked with Carmichael Lynch, a Minneapolis-based advertising agency noted for its many accounts with makers and distributors of sports-related merchandise. Over the years Carmichael Lynch turned out a number of significant print and television ads for Normark, but the company's 1998 advertising was much more limited. By far the most prominent piece was a small—but highly effective—ad that ran in World Traveler, the in-flight magazine of Northwest Airlines, late in the year. Budget for the ad, or that of Normark's overall 1998 advertising, was not disclosed.