Footwear and clothing brand Timberland named Pereira & O’Dell as its global creative agency following a review. The agency will be tasked with leading brand strategy across platforms including digital, outdoor and print, and will handle the account out of its New York office.
Timberland has not had a global agency of record in recent years, working with agencies, including Yard last fall, on a project basis. It named MDC’s Assembly as its media agency last year and is pivoting to a more digital-focused model. Back in 2013 the brand introduced a rebranding effort called “Best Then. Better Now.” which sought to reposition the brand beyond the footwear it is traditionally known for to a lifestyle brand. Pereira & O’Dell will be responsible for developing campaigns to further the brand’s evolution.
“The team at Pereira & O’Dell are experts in developing powerful brand and product storytelling in a multi-platform world,” Timberland vice president, global marketing Jim Davey said, in a statement. “As we look to engage a new generation of consumers across both traditional and digital touchpoints, we see Pereira & O’Dell as a perfect partner for Timberland.”
“We’re thrilled to partner with a company so steeped in culture and heritage,” Pereira & O’Dell New York managing director Cory Berger told AdAge. “As Timberland looks to grow and expand its offerings globally, our job is to tell its story in a way that positions the brand for the future, while staying true to the authenticity that makes it so iconic today.”
According to Kantar Media, Timberland parent company VF Corp. spent around $10 million on measured media domestically in 2014. Pereira & O’Dell’s first work for the brand is expected next spring.