Timberland Names Pereira & O'Dell Global Agency

Work Expected to Launch in Spring 2016

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Pereira & O'Dell has been named the new global creative agency for clothing and footwear brand Timberland after a review.

The agency will manage the account out of its New York office, which will be responsible for brand and seasonal strategy across multiple channels including digital, print and outdoor, according to a statement.

The brand in 2013 launched a rebranding called "Best Then. Better Now" that sought to reposition the brand, moving from a boot maker to more of a contemporary outdoor and lifestyle brand.

It appears the brand will be reintroducing itself again. According to the statement, Timberland spent three years "talking to more than 18,000 individuals across eight countries [and] the brand is leveraging these valuable insights to re-introduce Timberland to a new consumer set." Pereira & O'Dell, according to the company, "will develop bold, innovative campaigns with these findings in mind to further Timberland's evolution," though details weren't provided. Work is expected to launch in Spring 2016.

"The team at Pereira & O'Dell are experts in developing powerful brand and product storytelling in a multi-platform world," said Jim Davey, VP-global marketing for Timberland, in a statement. "As we look to engage a new generation of consumers across both traditional and digital touchpoints, we see Pereira & O'Dell as a perfect partner for Timberland."

Last year, Timberland, which is owned by VF Corp., named MDC Partners' Assembly as its media agency as the company sought a more digital-centric strategy. The company in recent years has not have a global agency of record. An ad in Fall 2014 was created by Yard, which the company had been working with on a project basis.

"We're thrilled to partner with a company so steeped in culture and heritage", said Cory Berger, Managing Director, Pereira & O'Dell in New York. "As Timberland looks to grow and expand its offerings globally, our job is to tell its story in a way that positions the brand for the future, while staying true to the authenticity that makes it so iconic today."

VF Corp. spent a total of about $123.2 million on U.S. measured media last year, according to Kantar Media. Its biggest brand by spending is Lee, which had close to $41 million in measured media spend. Wrangler is the second biggest spender with about $31 million. Timberland, according to Kantar, is on the smaller end of the spending spectrum, with about $10 million spent on measured media in the U.S. in 2014.

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