Deckers Leaves 2 Other Brands Unassigned
SAN FRANCISCO–Deckers Outdoor Corp. last week awarded the estimated $3-5 million creative and media account for its Teva sports sandals to Odiorne Wilde Narraway & Partners here, following a review.
The other contenders for the Goleta, Calif., footwear maker’s business were Black Rocket, also in San Francisco; BBDO West, Los Angeles; and Cohn Godley Norwood, Boston.
“The decision to go with OWN&P came down to the agency’s enthusiasm, creative talent, resourceful allocation of our proposed budget and the general feeling that [they] will be a good fit,” said Brett Ritter, Teva brand manager.
OWN&P concentrated heavily on strategy during the pitch, recommending Deckers be more aggressive with its ads to stand out in the “growing outdoor category,” said Paula Mangin, OWN&P media director.
“We suggested everything–ads on the sides of buildings, airport kiosks, TV and print ads,” said Mangin.
OWN&P will launch a campaign for Teva during next year’s “sports sandal season,” which runs from February to July, Mangin said.
The client did not make a decision on its Simple Shoes casual and athletic footwear and Ugg sheepskin boots brands, which were part of the review. Cohn Godley handles those brands on a project basis, and has a contract with Deckers that expires at the end of the year, according to OWN&P general manager Andy Narraway.
“We hope if we prove ourselves with our work on the Teva brand, we can take on the rest of [Deckers’] business,” Mangin said.
The contenders had to make their presentations twice because a new vice president of marketing for the Teva brand joined the company midway through the pitch.
–with Angela Dawson
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