Timberland Turns to Arnold

BOSTON Timberland has selected Havas-owned Arnold as its ad agency following a review, the client said on Friday.

Timberland spends $10-12 million annually on ads.

The Boston shop’s selection came after a process which at various points included crosstown independent McCarthy Mambro Bertino, WPP Group’s Berlin Cameron/Red Cell in New York and undisclosed others, sources said.

Timberland used Select Resources International in Santa Monica, Calif., to develop a list of potential contenders, but handled the rest of the review process on its own, sources said [Adweek, March 8].

Timberland had previously said it was seeking an agency to handle assignments on a project basis, but now says Arnold will handle all facets of the account on a permanent basis.

The Stratham, N.H.-based footwear and outdoor apparel company in February split with three-year incumbent Fallon in New York. That shop is a unit of the Publicis Groupe.

Timberland spent $10 million on ads in 2003, according to Nielsen Monitor-Plus.