The move is a bit of a homecoming for marketer and agency, as Mullen had done creative work for Timberland in the late '90s before the account moved to Publicis Groupe'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. The finalists in the review remain undetermined.
"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.
In recent years, the company has been lauded for its increasingly environmentally responsible approach to production and marketing.