The Timberland Co. will be increasing its marketing spend behind a worldwide brand campaign that will be launched in the fall with its newly appointed agency of record for advertising globally, Leagas Delaney Ltd. London.
Just last month Timberland said it had put its creative account into review and agency Havas’ Arnold, Boston — Timberland creative agency for the past three years — would not be participating.
Timberland and Leagas Delaney, which has offices in London, Hamburg, Rome, Milan and Prague, will be launching the campaign in the US, UK, Italy, Germany, France, China and Japan. Leagas declined to elaborate beyond the formal release and Talbots could not be reached in time for print.
“It’s time for us to make some very bold statements with our marketing and the team at Leagas Delaney hit a home run in that department,” said Jeff Swartz, president/CEO of Timberland, in a statement.
In an interview last month, senior manager of global marketing Charlie Raynes said Timberland “is looking for a new partner that can create a distinctive voice for the brand.” While being able to deliver a new direction for the brand is Timberland’s top priority, the company was looking for an agency that could address other aspects of the business, according to Raynes. “ROI accountability will definitely play a role” in the review, he said last month, adding that direct tactics are likely to play a bigger role in Timberland’s marketing efforts going forward.
Leagas Delaney seemed to echo this sentiment. “The global market is becoming more dynamic and the changing media landscape allows us to engage with the Timberland consumer globally and in a much deeper and more engaging way,” said Tim Delaney, chairman of Leagas Delaney, in a statement.
