Initiative wins Timberland Boot brand’s first media planning and buying pitch

Initiative has won the media planning and buying business for premium heritage brand Timberland Boot Company following a competitive pitch against undisclosed agencies.

The media agency already holds the business for parent group Timberland UK but the heritage brand, which launched in September 2005, is run separately.

Initiative is the first media agency the group has used for the brand; planning and buying was previously managed between the creative agency and the in-house team.

Timberland Boot Company offers a male-only product range sold through independent stores. A standalone flagship branch opened in east London last year, with a consumer press campaign created by JJ Marshall Associates.

Further stores are due to open in London and Berlin in 2006 backed by a six-figure marketing campaign.

Adam Kakembo, senior marketing manager at the Timberland Boot Company, says the increased marketing activity will play an important role in growing the brand.

Timberland announced in summer last year that it was to launch the heritage range independent of the parent company. The move was seen by insiders as an attempt by the outdoor apparel brand to claw back its premium tag, which had increasingly become more mainstream.

Between 2003 and 2004, Timberland’s UK sales fell for the first time in five years, from &£52.7m to &£52.6m.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here