Timberland reviews ad agency, plans to increase role of direct

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.