Sputnik PR has replaced Shine Communications as Timberland’s rostered UK agency following a four-way pitch, but has also been handed a brief to co-ordinate local PR agencies in Timberland’s seven key European markets and develop a series of pan-European events.
European marketing director Pat Mitchinson said Timberland is looking to increase the emphasis it places on creating its own events, with the first of several initiatives scheduled for next month.
While she would not comment on specific plans, Mitchinson pointed to a 30th anniversary event that it put on last year as an example of the type of activity it intends to use. Timberland invited artists and sculptors in Italy, Spain and France to decorate or create their own
Timberland boots. Mitchinson said it would look to extend such events throughout Europe.
While Shine’s account, which it held for five years, was believed to be worth about £100,000, Mitchinson said Timberland had ‘substantially increased its expectations’ of PR and that Sputnik’s budget would reflect this. ‘We view European expansion as very significant and plan to open another 15 stores in the next 12 months,’ she said.
Timberland has 225 stores in Europe, accounting for about one third of its £800m business.