NEW YORK Timberland has awarded global creative duties on its ad account to the London-based independent Leagas Delaney.
The hire came after a review involving three other finalists, according to Timberland, which is based in Stratham, N.H. The company declined to name the other shops but sources identified them at Havas' Euro RSCG in New York, independent Modernista! in Boston and independent DeVito/Verdi in New York.
Global ad spend was not immediately available. In the U.S. alone, the company spent about $3 million in the first 11 months of 2007 and nearly $6 million in 2006, according to Nielsen Monitor-Plus.
"It's time for us to make some very bold statements with our marketing and the team at Leagas Delaney hit a home run in that department," said Jeff Swartz, president and CEO of Timberland.
Leagas Delaney chairman Tim Delaney described Timberland as a "very powerful brand," adding that the "changing media landscape allows us to engage with the Timberland consumer globally in a much deeper and more engaging way."
Previously, Timberland used Havas' Arnold in Boston for lead creative duties.
That agency split with the client in January as the review was said to be beginning. At the time, Arnold president Pam Hamlin attributed the breakup to "declining budgets."
In a statement about the Leagas hire, Timberland said it planned to increase ad spending across key markets, including the U.S., U.K., Italy, Germany, France, China and Japan. A company representative, however, was unable to quantify the future spend.
Timberland's lead media agency is MediaHub, a unit of Interpublic Group's Mullen in Wenham, Mass., that the client hired in October.