Ketchum loses Timberland account to Shine

Timberland has switched its consumer account from Ketchum Life to Shine Communications.

Timberland has switched its consumer account from Ketchum Life to

Shine Communications.



Ketchum Life, previously Life PR, held the account for three years. The

agency repitched for the work last month against three other agencies,

including Shine and Kazoo, and the account was awarded last week.



’We were looking for a fresh approach,’ said a Timberland spokeswoman of

the decision to change agency.



Shine will report to Timberland marketing manager Eva Wodiczka, and will

provide a press office as well as proactive PR campaigns, as Timberland

has no in-house press or PR team.



Timberland sells footwear for men, women and children, apparel for men

and children, and accessories which include eyewear, rucksacks, gloves

and belts.



The US-owned company has four stores in the UK, all of them in London,

while also selling its products through other retailers.



The account is believed to carry fees of just under pounds 100,000.

Among the campaigns Shine will work on is the launch of a sub-brand for

Timberland.



The new brand will have a different name and will consist of clothing

and footwear. Shine director Julia Newton will head the account, but

will work closely with her managing director, Rachel Bell, for the new

client.



Shine was set up last year by two consultants from Fleishman-Hillard,

and specialises in consumer PR.



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