Deckers Considers Cohn

Cohn Godley Norwood is one of four finalists in the review for the $3-5 million account of Deckers Outdoor Corp., maker of the Teva brand of outdoor footwear, sources said.
The Boston agency is competing against BBDO West in Los Angeles and Black Rocket and Odiorne Wilde Narraway & Partners, both in San Francisco, according to sources.
The review includes ad duties for Deckers’ Teva sports sandals, Simple casual and athletic footwear and Ugg sheepskin boots. Cohn Godley may have an inside track in the review, having recently won an assignment for the company’s Simple brand.
Client and agency officials either could not be reached or declined comment. Deckers executives initially said about 12 contenders, mostly shops near the client’s headquarters in Goleta, Calif., were being considered.
The cut to finalists was made last week, sources said. A final decision in the review, being handled by Orange County, Calif., consultant Steven Stocks, is expected in May.
Deckers may elect to split the account between agencies, client officials have said. It is expected that the winning shop or shops will be asked to create print and broadcast campaigns targeting the footwear trade and consumers.
The company spent about $1 million last year supporting Teva sandals with a campaign created in-house. Deckers executives have said the company plans to gradually increase its ad budget this year.
Cohn Godley has limited experience with national consumer campaigns. The agency is perhaps best known for creating TV spots touting the mutual funds of San Francisco discount brokerage Charles Schwab.