Timberland reviews ad agency, plans to increase role of direct

Share this content:

Footwear and apparel multichannel merchant The Timberland Co. has put its creative account into review and agency Havas' Arnold, Boston — Timberland creative agency for the past three years — will not be participating.

“We're looking for a new partner that can create a distinctive voice for the brand,” said Charlie Raynes, senior manager of global marketing at Timberland. While being able to deliver a new direction for the brand is Timberland's top priority, the creative review will also be taking into account every aspect of the business, he continued. “ROI accountability will definitely play a role,” he said, adding that direct tactics are likely to play a bigger role in Timberland's marketing efforts going forward.

In November, Timberland reported that third quarter revenue declined 13.9% for a total of $433.3 million. In addition, the company's net income for the same period totaled $25.9 million, or $0.42 per diluted earning share, compared to a net income of $55.6 million, or $0.88 per diluted share, during the same period in the previous year.

close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here