Canadian Boot Maker Reviewing

Agency With Outdoor Experience Sought
CHICAGO–Kaufman Footwear, a Canadian manufacturer of outdoor and work footwear and apparel, is soliciting capabilities presentations from agencies on both sides of the border for its $5-7 million (U.S.) account.
Brandworks International in Toronto is the incumbent agency and will be invited to pitch, a company representative said. But Kaufman, based in Kitchener, Ontario, will also consider U.S. and Canadian shops that have experience with outdoor products or apparel clients.
The company markets Sorel outdoor footwear and apparel, Black Diamond work footwear and Foamtreads slippers. It is not using a consultant for the review. Tony Dowling, Kaufman’s advertising and marketing director, is overseeing the process. No requests for proposals have been sent; the company is inviting agencies whose capabilities it already knows but will accept information from all interested shops with the requisite background, the representative said. Proximity to the company could be important as a “tiebreaker,” the representative said.
The selected agency will be responsible for creative development and media planning and placement in both countries. The budget for measured media is $3-4 million; the remainder of the marketing budget covers point-of-sale, co-op advertising and other programs. A decision is expected by the end of September.
The Midwest is Kaufman’s largest U.S. sales territory. Its U.S. advertising is primarily print ads in sports and outdoor magazines, the company said. Most of its TV and radio work currently airs in Canada.