Timberland names Leagas AOR

Share this article:
Timberland names Leagas AOR
Timberland names Leagas AOR

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.

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

News Byte: Javelin Marketing Appoints Damron CMO

News Byte: Javelin Marketing Appoints Damron CMO

Longtime agency pro brings extensive healthcare industry experience to the agency.

John Wanamaker Is Dead, Long Live the CMO

John Wanamaker Is Dead, Long Live the CMO

A century-old motto isn't—and shouldn't be—relevant today. CMOs need to get with the times and put their customer knowledge to good use.

Unleashing the True Power of the Customer

Unleashing the True Power of the Customer

Retailers who harness customer loyalty program data can create a customer-centric competitive advantage.