Timberland Eyes Hill, Holliday




BOSTON-Three finalists have emerged in the review for The Timberland Co.’s estimated $10-15 million ad account, which was handled in-house since the outdoor footwear and apparel company split with BBDO in New York two years ago.
In contention are Hill, Holliday, Connors, Cosmopulos, Boston; Carmichael Lynch, Minneapolis; and The Martin Agency in Richmond, Va., sources said. Agency officials either declined comment or could not be reached by press time last week. Timberland official Roger Rydell also declined comment last week.
Other shops that had been in contact with the Stratham, N.H.-based client included Ingalls Advertising, Gearon Hoffman, and Holland Mark Martin, all in Boston; Leonard/Monahan in Providence, R.I.; and Fallon McElligott in Minneapolis. The latter was invited by Timberland to participate in the review but declined, citing a potential conflict with Lee jeans, sources said.
Timberland’s last agency-of-record relationship with BBDO ended on a note of discord in October 1995. At the time, BBDO chairman Phil Dusenberry described Timberland as “the account that never was. … It’s a shame to find out after you’ve put a lot into it that you’re not going to be running a campaign because they can’t afford to put up a budget.”
Prior to BBDO, the business was handled for seven years by Mullen. The Wenham, Mass., shop bolstered its creative reputation by consistently turning out award-winning print and television ads for the client.
-with staff reports