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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
Primary Address
200 Domain Drive
Stratham, NH 03885-2575
USA

The Timberland Company Contacts

Contacts (5/29)
Name Title State
Jim P. Global President NH
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (603) 772-9500
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 200 Domain Drive
Stratham, NH
03885-2575
USA

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

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Gore-Tex (licensed) *
Timberland *******
The Timberland Company ******
Mountain Athletics *
Timberland PRO ******

Agency Relationships


Brand Agency Service From To
****-*** (********) ******** ******* creative 2011 present
*** ********** ******* ***** ****** ********* AOR - public relations 2015 present
*** ********** ******* ******* & *'**** creative 2015 present
*** ********** ******* *****, ***. Digital unknown present
********** ******* & *'**** creative 2015 present

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WinmoEdge

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. 

Additional Insight

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. 

2016 (YTD) Ads Spend Impressions Site-direct
Desktop 686 $6.3 million 523 million 91%
Mobile 339 $298,500 89.6 million 59%
Video 85 $1.2 million 78.6 million 34%

 

2015 (Jan-Oct.) Ads Spend Impressions Site-direct
Desktop 515 $5.5 million 482.7 million 91%
Mobile 290 $1.1 million 158 million 75%
Video 59 $824,600 33.1 million 78%

 

VF Corporation
105 Corporate Center Boulevard
Greensboro, NC 27408
(336) 424-6000

Craig Hodges
Senior Director, Corporate Communications
Direct: (336) 424-5636
craig_hodges@vfc.com

Tyler Kerr
Director, Digital Communications
(336) 424-6000
‚Äč_kerr@vfc.com

Goldie Viegas
Mobile Manager, Strategy & Market
(336) 424-6000
goldie.viegas@vfc.com