INTERNATIONAL: Edelman secures Asia project work for Timberland PR

SINGAPORE: Edelman PR Worldwide has won the Asia project account for US footwear and clothing giant Timberland.

The account sees Timberland consolidating its PR activities through a single consultancy across Asia.

Singapore-based Timberland regional marketing director Sharon Carter said they will initially work on a six-month project.

She outlined the brand's desire for a more co-ordinated and consistent approach to its marketing in Asia.

Edelman is doing tactical work promoting Timberland's spring collection.

According to Clarke, adoption of the brand in Singapore was 'still too low'.

The inherent PR challenge for the brand in Singapore involves communicating that, despite its strong heritage in outdoor clothing for cooler climates, Timberland has lines that are relevant to consumers in tropical climates.

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