Red Wing Selects Colle + McVoy

Experience with outdoors-oriented clients helped Colle + McVoy win Red Wing Shoes’ $2 million account, executives said.

The Minneapolis shop bested crosstown rivals Clarity Coverdale Fury, Gabriel deGrood Bendt and Periscope for the business. One and All, Minneapolis, which had done work for Red Wing on a project basis, did not participate in the review.

Media was not part of the review and remains at Haworth Marketing & Media, Minneapolis.

“We saw Colle + McVoy as a great strategic partner which had experience in the category,” said Peter Engel, Red Wing’s director of marketing communications.

C+M previously has worked with LaCrosse Footwear and Winnebago recreational vehicles.

Red Wing Shoes, which makes work, casual and outdoor shoes, steel-toed boots, and also markets under the Vasque brand, sought a full shop relationship as part of its growth plan. “They were looking for a larger agency they felt they could partner with,” said Chuck Kushell, C+M CEO. “They also essentially want to position themselves to a younger audience.”

Red Wing is also taking a “classical marketing approach,” by moving away from project ads to creating a brand campaign, Kushell said.

Part of that initiative comes from David Murphy, Red Wing’s president and COO, who joined the company about a year ago, Kushell said.

A new ad campaign is slated for March 2003, Engel said.

Red Wing’s last TV effort from One and All had no tagline and had a spot that depicted a construction worker on a bed as a metaphor for the comfort of his work boots.