NEW YORK—Porter Novelli has been appointed an agency of record by The Timberland Company. Following a multi-agency competitive review process, Porter Novelli will manage public relations on behalf of Timberland footwear, apparel and accessories product lines and the overall Timberland brand in the United States.
Specifically Timberland—known as a leader on corporate social responsibility issues and for its progressive workplace—will tap PN’s expertise across practices and specialty groups including consumer brand marketing, corporate communications and CauseWorks, the firm’s corporate social responsibility specialty practice.
Previously, Timberland had worked with both Edelman and, for cause related marketing activities, Boston-based Cone.
“Porter Novelli will help us achieve the commerce and justice outcomes we seek as a brand and as a company,” said Frank Bifulco, chief marketing officer at Timberland, “PN offers the depth and breadth of experience and services that we need to build the Timberland brand, drive stronger business results and positively impact the communities in which we live and work.”
Timberland delivers on its “deep commitment to doing well and doing good” through its Path of Service program, through which employees, consumers and service partners “forge powerful partnerships to transform the communities in which they live and work.” Fortune magazine recently rated the company among the best companies to work for in America.
“Timberland represents the ideal brand for which PN can deliver significant and measurable business impact,” says Julie Winskie, senior partner and head of Porter Novelli’s consumer marketing practice. “Our programs will promote awareness and purchase intent for Timberland’s high quality products in a tightly integrated effort, while intertwining the company’s deeply rooted belief in the responsibility of for-profit brands to promote social justice worldwide.”