Timberland Enters Final Phase: Contenders to Present Branding Ideas

BOSTON-The three finalists for The Timberland Co.’s advertising account have been asked to complete a speculative creative assignment, sources said.
Hill, Holliday, Connors, Cosmopulos in Boston; The Martin Agency in Richmond, Va.; and Carmichael Lynch in Minneapolis have been identified as the shops competing for the estimated $10-12 million Timberland business.
As the final test before a decision is made, the three agencies have been charged with developing a brand position for the Stratham, N.H.-based outdoor footwear and apparel provider, sources said.
The shops are slated to present those branding ideas to the client in early September. A decision is expected shortly thereafter.
Timberland officials did not return calls by press time.
According to Competitive Media Reporting, Timberland has spent $1.3 million on advertising through May of this year. The company spent $4.2 million on ads in 1996.
Timberland’s last agency-of-record relationship was with BBDO, which ended in October 1995. Client and agency had been together less than six months when agency chairman Phil Dusenberry denounced Timberland as “the account that never was.”
Prior to BBDO, the account had been handled for seven years by Mullen in Wenham, Mass., which crafted numerous award-winning print and broadcast campaigns for the client. Mullen was not invited to participate in the current competition. -with staff reports