After hearing this news, we’ve been unable to shake the sounds of Q-Tip busting verses about “Timbos on my toes” on Beastie Boys’ “Get it Together,” but yes, folks, this is indeed how it goes. After well over a decade apart, Richmond, VA’s own Timberland and The Martin Agency have reunited as the former has tapped the latter to develop cross-channel advertising for its outdoor industrial work boot dubbed the Hyperion.
After a two-month, internally run review, Martin won out over a few undisclosed agencies for the assignment, and as a result, is tasked with strategic and creative development for Hyperion and first work for the line is expected to break in fall of this year. Regarding the Timberland–sorry, make that Timberland PRO–decision to hire Martin, which takes over for Mullen on the biz, the brand’s director of marketing, Susan Emerick, says in a statement, “After looking at several very fine agencies, we chose The Martin Agency because they demonstrated a deep understanding of our product and can bring the benefits of our work boots to life in a very strategic and creatively compelling way. In our category, people have an intensely personal relationship with their boots. We believe The Martin Agency team will harness that emotion and use it to help us build a great story with our end consumer.”
Timberland PRO wouldn’t disclose billings either, but as a result of its move, the brand renews a relationship with Martin Agency that initially spanned from 1997-2001.