Timberland Selects Fallon

NEW YORK–Timberland has chosen Fallon for the creative portion of its estimated $15-20 million global ad account.

Fallon’s New York office bested Black Rocket/Euro RSCG, San Francisco, Carmichael Lynch, Minneapolis and New York’s J. Walter Thompson in a review guided by Select Resources International, West Hollywood, Calif. The agencies made final presentations late last week at Timberland’s headquarters in Stratham, N.H.

Media chores are handled by Allscope Media in New York and have not been included in the review.

Timberland cited, as reason for the review, the desire to work with an agency with greater international resources. Fallon is a unit of Publicis, and four-year incumbent, The Martin Agency, Richmond, Va., is owned by the Interpublic Group of Cos.

Martin last week broke what apparently will be its final campaign for the client. The multimedia push retains the tag “For the journey” and revolves around the question, “Would you do it again?”

For a peek inside the company’s strategy, read Brandweek magazine’s Q&A with Timberland CMO Frank Bifulco in the Aug. 13 issue.