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(Aug. 14, 2001) -- Timberland Co., Stratham, N.H., has selected Publicis Groupe's Fallon Wordwide, New York, as agency of record for its estimated $15 million account.

Fallon bested Interpublic Group of Cos.' Carmichael Lynch, Minneapolis; Havas Advertising's Black Rocket, San Francisco; and WWP Group's J. Walter Thompson Co., New York.

The incumbent, Interpublic's Martin Agency, Richmond, Va., did not participate. Select Resources, Los Angeles, handled the review.

Fallon said the account was presented to all the agencies by Select Resources as a $25 million to $30 million account with the bulk of the effort to focus on the U.S. market.

"This is our second global win after United," Fallon, New York, President Alison Burns, told AdAge.com. She said the pitch team included members of the New York and London offices and a managing partner in Asia.

New creative will break in early 2002, based on thinking developed in the pitch, with Kevin Roddy, the shop's newly named executive creative director, serving as the lead creative on the account.

While Ms. Burns wouldn't divulge the strategic direction the agency will base new creative on, she said one of winning factors in Fallon's bid was the agency's "really original and extremely assumptive point of view on what it means to be an outdoors brand." -- Hillary Chura and Kate MacArthur

Copyright August 2001, Crain Communications Inc.

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