TIMBERLAND NAMES ARNOLD AGENCY OF RECORD

Marketer Split With Fallon in February

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NEW YORK (AdAge.com) -- Footwear marketer Timberland Co. today named Havas' Arnold Worldwide as its agency of record, to handle a global, integrated campaign.

The move follows the marketer's announcement

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TIMBERLAND PARTS WITH AD AGENCY FALLON
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in March of its initial intention to work with agencies on a project basis only following its split with Publicis Groupe's Fallon in February, ending a relationship that began in 2001. Throughout the spring, Timberland held discussions with various shops.

But following the appointment of Carol Yang as vice president for global marketing, the company said it changed its focus and sought an agency of record.

The marketer said the new ad campaign, to include advertising, point of sale and branding efforts, is slated to break this fall. Billings were not disclosed.

The maker of casual shoes, boots and outerwear spent $11 million on measured media, according to TNS Media Intelligence/CMR, a slight increase over the previous year's spending of $10.6 million.

Timberland is headquartered in Stratham, N.H.