- Columbia Sportswear Company is revamping the marketing strategy for its flagship Columbia brand, appointing a new top marketing executive and creative agency, based on a press release.
- Matthew Sutton joined Columbia last month as senior vp and head of promoting. Sutton has a background in digital and direct-to-consumer marketing, with past roles at corporations including The Black Tux, FreshDirect and Facebook.
- Adam&eveDDB has been appointed Columbia’s global agency of record (AOR) following a competitive pitch process. The account will probably be spearheaded by the agency’s team in London, working in close partnership with offices in New York and San Francisco.
Columbia has been busy retooling its business and desires to wed product strategy and marketing closer together as a part of the overhaul. To achieve that goal, the outdoor specialist is enlisting a new creative AOR and installing fresh leadership on the marketing helm in Sutton, whose experience centers on digital-first and DTC brands. In a press statement, Columbia Brand President Joe Boyle said Sutton will lead the combination of the brand’s global marketing, in addition to develop its omnichannel approach and improve capabilities elsewhere.
Adam&eveDDB won the Columbia account after a review that included several undisclosed global agencies. The agency was invited to pitch for the business, Adam&eveDDB CEO Miranda Hipwell said within the announcement. Hipwell added that Adam&eveDDB is worked up to bring to life the “unique marriage of irreverence, imagination and innovation” that’s in Columbia’s DNA. Columbia is understood for forward-thinking materials and designs in its products. Its proprietary heat insulation technology was recently used to outfit lunar landers.
The company also outlined its roadmap during a company-wide presentation in Portland, Oregon, where it’s headquartered, earlier this month.
Parent Columbia Sportswear Company, which also owns Mountain Hardwear, Sorel and Prana, has contended with flagging performance. Net sales declined 8% 12 months over 12 months to $570.2 million in Q2, with challenges in the important thing U.S. market stemming from retailer caution, soft consumer demand and pressure from competitors within the outdoor and lively apparel categories. Columbia Sportswear Company reports its Q3 results on Oct. 30.
Columbia joins other Portland-area apparel brands which can be attempting to reinvigorate their marketing and boost standing with consumers. Nike, which has seen revenue plummet following an ill-fated pivot to DTC, kicked off considered one of its biggest campaigns in years across the Summer Olympics with gritty ads themed across the drive it takes to win.
Read the total article here
