Timberland Looks to Go Global

Timberland and Fallon are looking to leverage their respective ambitions and help each other grow on a global scale.

“We presented a global idea that could be tweaked regionally, and we showed how it could work,” said Mark Goldstein, chief marketing officer of Fallon, which last week added the creative portion of Timberland’s $20 million advertising account.

With its New York office leading the pitch, Fallon presented 30 print executions that shared a common tagline. The shop also demonstrated how its strategy could be translated into various overseas markets. Fallon bested Black Rocket/Euro RSCG, San Francisco, Carmichael Lynch, Minneapolis, and J. Walter Thompson, New York. Incumbent The Martin Agency, Richmond, Va., did not defend.

Timberland, headquartered in Stratham, N.H., and United Airlines, which Fallon added earlier this year, are global clients around which the agency can build its planned worldwide network of 7-10 offices. Fallon’s imminent expansion in turn should help Timberland attain its stated goal of reaching more customers in Asia, Europe and Latin and South America.

“[Fallon’s] strategic planning expertise and proven track record of developing powerful creative for their clients, all delivered by a smart and energized team, will help Timberland become an even more powerful and distinct global lifestyle brand,” said Malcolm Gray, senior director of global advertising and communications at Timberland.

The Timberland account will be led by Fallon’s New York president Alison Burns and executive creative director Kevin Roddy. They will coordinate efforts on the brand between Fallon’s London office and other overseas outposts as they open. “I want to run it very much the way the pitch was run,” Roddy said.

The agency enlisted executives from its other offices, including Minneapolis president and executive creative director David Lubars and London principals Andrew McLeod, Richard Flintham and Robert Senior, to put the pitch together.

Fallon also enlisted its Duffy Design and Fallon Interactive divisions, both of which would be present in any international expansion.

For now, Fallon’s only overseas office is in London, but that is likely to change. Sources said the agency is expected to set up at least two more offices this fall, most likely in Brazil and Singapore. An office in Australia is also possible before year’s end.