Birkenstock's Public Image in D/C's Hands

LOS ANGELES Birkenstock USA has selected independent Duncan/Channon to handle its advertising and branding duties, the agency said.

In the past, U.S. marketing efforts on behalf of the German-made sandal brand have relied mostly on trade and retail programs, according to a D/C representative. But beginning in 2006, the agency will launch a campaign to “re-focus and revitalize” the brand via “a more consumer-focused” marketing program, the rep said.

Birkenstock USA selected D/C following an agency review, said Andy Berkenfield, partner and general manager at the San Rafael, Calif.,