Timberland hunts for global agency

Footwear and clothing company Timberland has begun the search for a global agency to handle its creative account, worth &£25m across Europe, after parting with The Martin Agency, the four-year creative incumbent on its US account.

The announcement follows the appointment, earlier this year, of former Coca-Cola and Procter & Gamble marketer Frank Bifulco as chief marketing officer.

In February, Timberland appointed London-based agency Cave Anholt Jonason (CAJ) on a project basis to build awareness of the brand across Europe.

Timberland did not produce any television advertising last year but is considering using the medium for this year’s work. Timberland senior director of marketing communications Malcolm Grey will oversee the search. Based in the US, Timberland is aiming to consolidate agency resources in the US, Europe, Asia and South America – key markets for the brand.

Grey says: “We are looking for a global agency partner with offices in the US, Europe and Asia.”

In the US, Timberland has hired agency review consulting company Select Resources International to help conduct the search and expects to make a decision in August.

Timberland uses Allscope Media in the US and Initiative Media in the UK. The media accounts are not under review.


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