Timberland Taps MDC’s Assembly as Its New Media Agency
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Timberland has tapped MDC agency Assembly to handle media as the company assumes a more digital-centric strategy.
“We realized the best storytelling in our category is probably in the digital space and really recognized that our future model will be a content-times-distribution model,” said Jim Davey, VP-global marketing, Timberland. “You’re going to see the bulk of our spending now in the digital space. The ability to find consumers where they are online with targeted messaging will have a bigger return-on-investment, versus a shotgun approach of sending broad messages to a large group.”
The win for Assembly comes on the heels of the brand’s repositioning last fall. At the heart of the repositioning was a campaign dubbed “Best Then. Better Now,” meant to highlight the brand’s heritage but also a more modern lifestyle appeal.
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