The Timberland Co. said MediaHub, the media arm of Interpublic Group of
Cos.' Mullen, has been named media agency of record after a review. The
Wenham, Mass., agency will handle all planning, buying and analytics
for the footwear and apparel company
According to adage.com, Mullen had done creative work for Timberland in
the late '90s before the account moved to Publicis Group's Fallon; it
was then consolidated globally in 2004 at Havas' Arnold, where the
account still remains. New York-based AllScope Media had been the
incumbent on the media account and did defend.
“MediaHub demonstrated a perspective on the Timberland brand that
blends the science and art of marketing communications,” Carol Yang,
VP-global marketing, Timberland, said in a statement. “They have a
creative vision for animating the core values of the Timberland brand.”
According to TNS Media Intelligence, Timberland spent $6.2 million on
U.S. measured media in 2006, a small decrease from previous years for a
company that averages about $1.5 billion in sales.
