Retailer Parts Ways With N.Y. Shop

BOSTON Timberland on Tuesday said it is splitting with Publicis’ Fallon and intends to use shops on a project basis to handle its account.

The footwear and apparel company in Stratham, N.H., spent $10 million last year on ads, per Nielsen Monitor-Plus. The client had worked with New York’s Fallon for nearly three years.

Timberland provided a statement from Ken Pucker, its COO, who said, “We have made a strategic decision to move away from a retainer-based relationship with our advertising agency.” Since working on projects with Fallon would prohibit the shop from taking on other retainer clients in the retail segement, “we have agreed to end our relationship with Fallon,” Pucker said.

A Timberland representative said she did not know if the company has lined up agency partners for projects. Past client shops of note include Interpublic Group holdings The Martin Agency in Richmond, Va., and Mullen in Wenham, Mass.

Fallon won Timberland in an August 2001 review over Havas-owned Black Rocket/Euro RSCG in San Francisco, IPG’s Carmichael Lynch in Minneapolis and WPP Group’s J. Walter Thompson in New York.