The ‘Other’ Pagano Adds Shoe Client




Multimedia Production Agency to Position Brand as ‘Outdoor Pioneer’
BOSTON–Leveraging its relationship with footwear maker New Balance, Pagano Media has been assigned advertising chores for the company’s newly acquired Dunham Bootmakers line.
Pagano Media–not affiliated with Boston shop Pagano Schenck & Kay–will reposition the Dunham brand as an “Outdoor pioneer” in a seven-figure campaign slated to break in the fall, according to client official Joe Preston.
A multimedia production agency in Worcester, Mass., Pagano Media has worked for five years for Boston-based New Balance, creating corporate videos and films for sales meetings. The seven-person shop is also responsible for an animated television spot for New Balance’s kids’ line, set to break later this year.
Pagano Media “has been doing creative work for us for a number of years,” said Preston. “When we purchased this new brand, we decided to give them the opportunity to be the agency of record. We knew what we were getting.”
Dunham’s fall reintroduction campaign, slated to initially run in the Northeast, will include print, outdoor and radio executions. The client hopes to expand the effort into Michigan, Kentucky, Ohio and Indiana in the third and fourth quarters of 1999, with a national push slated for the spring of 2000.
Ads will target 25-44-year-olds and reintroduce Dunham’s 25 new styles, including 10 variations of hiking boots, eight work boots and four rugged casual shoes. Emphasis will be on the line’s technology, history and customer service, said Preston.
“For the past five or six years, it’s been just a work boot brand,” Preston said. “Our strategy is to bring it back to what it’s been. It was one of the great outdoor brands.”
New Balance bought the 113-year-old boot company in September with an eye toward reinvigorating the brand.
“It’s exciting,” said Preston. “The equity and history that this brand has is great. We think with the new products and the new ‘Outdoor Pioneers’ campaign, we can regain the leadership position.”
In the early 1990s, the Dunham account was handled by Doyle Advertising & Design in Boston and earned best of show honors at the Hatch Awards in 1992. The brand has not been advertised for several years.