The Timberland Company | Company Profile, Marketing Contacts, Media Spend, Brands
The Timberland Company, headquartered in Stratham, NH, designs, develops, engineers, markets and distributes footwear, apparel and accessories for men, women and children. The company's products can be found in department, specialty and Timberland retail stores globally.
|Main Telephone||(603) 772-9500|
|Main Fax||(603) 773-1641|
The Timberland Company ContactsContacts (5/29)
|Jim P.||Global President||NH|
Sample of Associated Brands
|Bevan B.||Vice President, Global Environments & Creative Services||NH|
|Jim D.||Vice President, Global Marketing||NH|
|Katherine C.||Vice President, Licensing & Accessories||NH|
|Kate K.||Vice President, Direct-to-Consumer||NH|
|The Timberland Company||******|
|****-*** (********)||******** *******||creative||2011||present|
|*** ********** *******||***** ****** *********||AOR - public relations||2015||present|
|*** ********** *******||******* & *'****||creative||2015||present|
|*** ********** *******||*****, ***.||Digital||unknown||present|
|**********||******* & *'****||creative||2015||present|
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Score 22 - Future Possibility: VF Corporation hires new CEO, increasing marketing efforts
Subject: TV, digital, social media, online, video
Company: VF Corporation, headquartered in Greensboro, NC, is one of the largest apparel corporations in the world that manufacturers and markets denim, intimate apparel, outdoor apparel and gear, sportswear and specialty clothing through its vast brand portfolio.
Opportunity: Promoted president and COO Steven E. Rendle to CEO, effective Jan. 1. Rendle will succeed CEO Eric C. Wiseman, who will continue to serve as executive chairman of VF’s Board of Directors.
During VF's Q2 earnings call, Rendle mentioned that as the company's Vans, North Face and Timberland businesses continue to do well, they will receive added marketing efforts to drive those successes even further. This doesn't come as a huge surprise, however, since VF has already been increasing investments for North Face and Vans for some time (research here).
According to Kantar Media, VF has spent the largest portion of its ad budget on broadcast and digital, and as we have said before, it continues to increase marketing and advertising budgets to support top brands Wrangler (research here). So, expect both TV and digital spend for these brands to be on their way up, as well as increased marketing attention to other brands in the VF portfolio.
A new CEO does not necessarily signal immediate major agency shifts like a new marketing head, especially a promotion like this, but it's still a small business trigger. But it's important to note that while Publicis’s Starcom, Chicago has handled VF's media buying and planning for only a little over a year, some of the company's big ad spenders have agency relationships that are far past average AOR tenure (2.5 - 3 years).
So, be sure to keep an eye on media for Timberland and Vans, as MDC's Toth + Co. has handled the account for well over a decade.
With that said, sellers should continue seeking digital and traditional ad dollars, as marketing efforts don't seem to be slowing down anytime soon.
Experience: Rendle has more than 30 years of experience in the specialty outdoor and action sports industry, 16 of which have been with VF Corp. Prior to his current role of president and COO, he spent three years as the VP, VF Corporation and Group President, Outdoor & Action Sports Americas. He also served as President of VF Outdoor Americas, where he oversaw
TV Breakdown: Since January, per iSpot, Wrangler has taken up the largest portion of national TV spend with $8.6 million thus far. Additionally, the North Face has had a large national TV ad presence in the past, spending $18.7 million for all of 2015, concentrated mostly in Q4.
Although Timberland has not had a huge TV ad presence in the past, so far this year, the brand has spent $464,800 on national TV, a significant jump from the $141,000 from the same period last year.
Digital Breakdown: According to Pathmatics, site direct desktop continues to be VF's top display channel. Top ad destinations include youtube.com, pitchfork.com, last.fm (CBS Interactive), amazon.com, vice.com and wunderground.com (The Weather Company).
It's also important to note that while desktop spend for VF Corp. is at $6.3 million, Vans desktop spend makes up $5.4 million of that spend.
|Desktop||686||$6.3 million||523 million||91%|
|Video||85||$1.2 million||78.6 million||34%|
|Desktop||515||$5.5 million||482.7 million||91%|
|Mobile||290||$1.1 million||158 million||75%|
105 Corporate Center Boulevard
Greensboro, NC 27408
Senior Director, Corporate Communications
Direct: (336) 424-5636
Director, Digital Communications
Mobile Manager, Strategy & Market