Timberland Taps Mullen’s MediaHub

BOSTON Mullen said its MediaHub unit has added planning, buying and analytics across all platforms for Timberland following a review.

The client in Stratham, N.H., spent slightly more than $5 million in measured media last year, per Nielsen Monitor-Plus. Allscope Media in New York had recently handled those duties for Timberland. Review contenders were not disclosed.

“They have a creative vision for animating the core values of the Timberland brand,” said Carol Yang, vp, global marketing at Timberland, commenting on the selection of Mullen’s MediaHub.

The award represents a homecoming of sorts, as Interpublic Group’s Mullen in Wenham, Mass., previously handled Timberland’s business from 1987-95, notching numerous creative kudos for the outdoor clothing and footwear provider. (At the Boston Ad Club’s Hatch Awards in 1993, Timberland was named advertiser of the year. Hatch honors campaigns by New England agencies and clients.)

In recent years, the client has worked with Havas’ Arnold here as its lead agency for image campaigns (tagged “Make it better”) and has also enlisted the services of independent Winsper in Chestnut Hill, Mass., for some product lines, most notably its Timberland Pro boots for workers in construction, manufacturing and transportation. Winsper’s ads have used the slogan, “Measure up.”

Other Mullen clients include Ancestry.com, LendingTree, MassMutual, Match.com, Orbitz.com, Panera Bread, Wachovia and XM Satellite Radio.