Martin in Timberland Finals




BOSTON-Three finalists have emerged in the review for The Timberland Co.’s estimated $10-15 million advertising account handled in-house since the outdoor footwear and apparel company split with BBDO in New York two years ago.
In contention are The Martin Agency, Richmond, Va.; Hill, Holliday, Connors, Cosmopulos in Boston; and Minneapolis-based Carmichael Lynch, sources said.
Timberland official Roger Rydell declined comment last week.
Other shops that had been in preliminary talks with the client included Ingalls Advertising, Gearon Hoffman and Holland Mark Martin, all located in Boston; Leonard/Monahan in Providence, R.I.; and Fallon McElligott in Minneapolis.
The latter agency was invited by Timberland to participate in the review but declined, citing a potential conflict with Lee jeans, according to sources.
Two Timberland marketing executives, Ken Freitas and Joan Scialdone, are overseeing the current review process and fielding queries from interested agencies, sources said.
Neither Freitas nor Scialdone returned Adweek’s telephone calls last week.
Prior to its brief tenure with BBDO, the Timberland’s advertising business was handled for seven years by Mullen. The Wenham, Mass., shop created numerous award-winning print and television ads for the company in the 1980s and early ’90s.
Mullen chief operating officer Joe Grimaldi last week said he had not heard from his former showpiece client and would make no attempt to get involved in the current pitch.
Martin Agency officials could not be reached for comment on the account review at press time. -with staff reports