BOSTON—Outdoor footwear and apparel company and social responsibility pioneer Timberland has selected Boston-based Omnicom-owned firm Cone as its strategic communications agency partner of record. Cone was chosen after a competitive review involving approximately a dozen firms.
Cone will develop a strategy and integrated communications plan for the brand both in the U.S. and international markets, utilizing a cross functional team drawn from the agency’s brand marketing and corporate responsibility disciplines.
"Key stakeholders now look for companies to address corporate responsibility issues and to be proactive and transparent in engaging in dialogue about them," says Mike Lawrence, executive vice president of Cone. "This is especially true of environmental issues as concerns over climate change take hold among mainstream consumers. We look forward to working with an innovative brand such as Timberland to build upon its existing commitment and leadership."