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Fallon Set to Tread Global Trail

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Fallon's win of Timberland's $20 million business moves the shop a step closer to becoming a true global player.

The shoe and apparel maker wanted to consolidate its agency work in Asia, Europe and Latin and South America. Currently, the Minneapolis shop's only overseas office is London, but that is likely to change soon.

"We haven't pitched as a global network except in the past year," said Fallon chief marketing officer Mark Goldstein.

In January, the agency won United Airlines' $100 million global business. Timberland, headquartered in Stratham, N.H., thus becomes a second global client around which Fallon can build its planned worldwide network of seven to 10 offices.

Though Goldstein declined to offer a timetable for the international office rollout, 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 could also be a possibility.

"We are going to go to the major creativity centers in the world," Goldstein said. Fallon will establish its overseas offices in the same way it set up its London office, recruiting a small group of local players who share management's mindset and entrepreneurial spirit, Goldstein said.

The Timberland account will be led by Fallon 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. Calvin Soh, an associate creative director in New York who is expected to be a key player in Fallon's Asian operations, also participated in the preparations, sources said.

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

"We presented a global idea that could be tweaked regionally, and we showed how it could work," Goldstein said.

Fallon presented some 30 print executions, which shared a common tagline, according to sources. The agency's research effort included taped street interviews with consumers in Asia.