Dive Transient:
- Columbia Sportswear Firm is revamping the advertising and marketing technique for its flagship Columbia model, together with appointing a brand new prime advertising and marketing govt and artistic company, in line with a press launch.
- Matthew Sutton joined Columbia final month as senior vp and head of promoting. Sutton has a background in digital and direct-to-consumer advertising and marketing, with previous roles at firms together with The Black Tux, FreshDirect and Fb.
- Adam&eveDDB has been appointed Columbia’s world company of document (AOR) following a aggressive pitch course of. The account can be spearheaded by the company’s workforce in London, working in shut partnership with workplaces in New York and San Francisco.
Dive Perception:
Columbia has been busy retooling its enterprise and needs to wed product technique and advertising and marketing nearer collectively as a part of the overhaul. To realize that objective, the outside specialist is enlisting a brand new artistic AOR and putting in contemporary management on the advertising and marketing helm in Sutton, whose expertise facilities on digital-first and DTC manufacturers. In a press assertion, Columbia Model President Joe Boyle mentioned Sutton will lead the combination of the model’s world advertising and marketing, in addition to develop its omnichannel strategy and enhance capabilities elsewhere.
Matt Sutton, Head of Advertising and marketing
Picture courtesy of Columbia Sportswear Firm
Adam&eveDDB gained the Columbia account after a assessment that included a number of undisclosed world companies. The company was invited to pitch for the enterprise, Adam&eveDDB CEO Miranda Hipwell mentioned within the announcement. Hipwell added that Adam&eveDDB is worked up to deliver to life the “distinctive marriage of irreverence, creativeness and innovation” that’s in Columbia’s DNA. Columbia is thought for forward-thinking supplies and designs in its merchandise. Its proprietary warmth insulation know-how was just lately used to outfit lunar landers.
The corporate additionally outlined its roadmap throughout a company-wide presentation in Portland, Oregon, the place it’s headquartered, earlier this month.
Mother or father Columbia Sportswear Firm, which additionally owns Mountain Hardwear, Sorel and Prana, has contended with flagging efficiency. Internet gross sales declined 8% yr over yr to $570.2 million in Q2, with challenges in the important thing U.S. market stemming from retailer warning, smooth shopper demand and strain from opponents within the outside and energetic attire classes. Columbia Sportswear Firm stories its Q3 outcomes on Wednesday.
Columbia joins different Portland-area attire manufacturers which might be attempting to reinvigorate their advertising and marketing and increase standing with customers. Nike, which has seen income plummet following an ill-fated pivot to DTC, kicked off one in every of its largest campaigns in years across the Summer season Olympics with gritty advertisements themed across the drive it takes to win.
