Call it a comeback.
Twelve years after Timberland and The Martin Agency split, the two have reunited. The shop has landed creative responsibilities on Timberland PRO’s Hyperion line of boots after a review. Annual media spending on the assignment is estimated at $10 million.
Martin, an Interpublic Group shop that’s based in Richmond, Va., beat a handful of other undisclosed agencies to land the business.
Timberland PRO’s last creative agency in the U.S. was Mullen in Boston, which did not participate in the review. Mullen’s Mediahub unit, however, continues to plan and buy media for Timberland. The company’s lead global agency is Leagas Delaney in London.
Martin’s first work is expected in the fall.
Group creative director Cliff Sorah will lead creative development on the account and account director Rebecca Smith will manage the business, according to an agency representative. Sorah also works on BFGoodrich and Penske, while Smith’s other accounts include Morgan Stanley and Norwegian Cruise Line.
Contractors are a prime target for Hyperion, particularly those who work outside. Sears, Zappos and Amazon.com all sell the boots, which retail for up to $175 a pair.
In making the hire, Susan Emerick, director of marketing at Timberland PRO, cited Martin’s “deep understanding of our product,” adding, “People have an intensely personal relationship with their boots. We believe [that] The Martin Agency team will harness that emotion and use it to help us build a great story with our end consumer.”