AirWair has moved the £6.25m international media account for its footwear brand Dr Martens out of Manning Gottlieb Media (MGM) into Starcom Motive without a pitch.
The shoe brand – known for heavy work boots and fashion shoes – intends to adopt a “guerrilla-style” approach to media planning, similar to that used by Nike.
Last year, Dr Martens launched a range of trainers called Wear:Aer, to attract a new generation of consumers and compete with global shoe giants Nike and Adidas. It is understood one of the reasons for moving the business was because MGM buys media for Nike, a conflicting client.
The move follows the appointment of Mustoe Merriman Herring Levy to the creative account at the end of last year. The agency has created a new global branding campaign, tagged “Dr Martens has the cure”.
AirWair group managing director Frank Duffy says: “Starcom Motive is perfectly positioned to offer the services we require as a global player in branded footwear.”
Dr Martens’ key markets are the US, UK and France.