Timberland Kicks Off Review

Timberland Co. has dismissed The Martin Agency after four years and retained Select Resources International to oversee a search for another agency.

Timberland, the footwear and apparel brand, terminated Martin, an Interpublic Group shop, to seek an agency with broader “global” reach, Timberland spokeswoman Robin Matchett said.

“Timberland?s stock, share and sales are up,” said Martin chairman and chief executive officer John Adams. “They have a new marketing director [Frank Bifulco] who is entitled to do what he thinks is best.”

Martin’s most recent work was tagged “For the journey.”

SRI in Los Angeles has begun screening agencies, but Matchett declined to name likely contenders. In August, the company expects to select a creatively-driven shop with U.S., European and Asian outposts, she said.

Allscope Media, New York, retains media chores, and Cone in Boston keeps public relations.

Timberland, based in Stratham, N.H., spent an estimated $13 million on advertising in 2000, doubling its 1999 spending, according to Competitive Media Reporting.