TDA Slips Into Mion Footwear

LOS ANGELES Independent TDA Advertising & Design has won the creative portion of the Mion Footwear advertising account, according to an agency representative.

The win follows a two-week review, the rep said. In addition to Boulder, Colo.-based TDA, finalists were said to include Portland, Ore., independent Leopold, Ketel & Partners and Publicis Groupe’s Publicis & Hal Riney, San Francisco and Leo Burnett, Chicago.

In a statement, Mion’s Stratham, N.H.-based director of sales and marketing Erik Burbank said the shop was chosen for its “creative capabilities,” product vision and overall attitude.

Mion Footwear—a recently launched division of The Timberland Co.—introduces its first line in spring 2006, according to TDA creative director Jonathan Schoenberg. Havas’ Arnold, Boston, remains the lead agency for existing Timberland brands.

Pronounced “my own,” the “very high-performance” aqua slipper-athletic sandal hybrid—designed by fusion-footwear innovator Martin Keen—will initially be available in a dozen styles for men, women and kids, Schoenberg said.

A global campaign is expected to incorporate print, Internet, collateral and point-of-purchase, Schoenberg said. And because Mion as a company adheres to “an amazing environmental perspective,” he added, TDA’s efforts would rely on earth-friendly elements whenever possible, such as soy-based inks and biodegradable paper.

A campaign budget was not available.