Timberland to Martin

The Martin Agency in Richmond, Va., acquired the $10-15 million creative account of Timberland Co. last week.
Martin defeated Hill, Holliday, Connors, Cosmopulos in Boston and Carmichael Lynch in Minneapolis for the business, which had been handled on an in-house basis. Allscope Media & Communications, New York, handles media duties.
The agency’s first work will appear a year from now.
“What they have been looking for was an ad program that could articulate the specific, tangible benefits of their products as well as the larger vision of the company behind the brand,” said John Adams, chairman and chief executive officer of Martin. “They have very deep convictions about the role of the company in relationship to its employees, consumers and the community.”
Adams would not disclose the agency’s specific creative approach for Timberland, but he said it would incorporate a product focus as well as touch on the Stratham, N.H.-based company’s cause-related side.
Creative director on the account will be Jelly Helm. Helm joined Martin in February, but he was hired to act in a mentoring capacity for younger creatives at the shop and to teach at the Virginia Commonwealth University Ad School. He arrived from his post as creative director at Wieden & Kennedy in Amsterdam, saying at the time he wanted to do something else with his life.
“If I never did another ad in my life, I’d be fine,” he said. “My initial reaction when [The Martin Agency] approached me to work on Timberland was ‘no.’ But I had a chance to meet [Timberland] marketing officials, and they talked about their vision and I thought: ‘Hell, I wanted to be a part of this.’ “
“This is a client that is interested in changing the traditional kind of role of the company in society,” Adams said. “It was the same kind of thing Jelly is interested in . . . it was too good a match.”