Ecco Selects Cone for Marketing

BOSTON Danish footwear maker Ecco last week hired Omnicom’s Cone, Boston, for help with its overall brand positioning and marketing research, a client representative said.

Grey’s Alliance, New York, continues to handle product public relations for Ecco, the representative said.

The client, with U.S. headquarters in Peterborough, N.H., spent $3 million domestically on ads last year, per CMR. Most ad chores are handled in-house.

Ecco has mainly adapated overseas executions for the U.S. market, said Cone president Jens Bang. “Based on the brand positioning work we do together here at Cone, there may be some refinement in their key messaging,” he added.

The client markets men’s and women’s shoes priced at $90-150 and plans to open retail outlets in several U.S. cities.