Agencies line up for £7m assignment to revamp Dr Martens

Dr Martens is talking to UK and US agencies about its £7 million global account as it prepares to relaunch the boot and shoe brand.

A number of undisclosed agencies have been shortlisted in a pitch being handled by the global marketing director, Bobbie Parisi.

The US market takes 85 per cent of Dr Marten's sales, with the remainder spread across Europe. It has been hit by the rise in trainer sales, which have usurped its core youth audience, prompting it to launch a sandals range. It is also thought to be planning a range of lighter unisex shoes.

The move follows Parisi's hiring from Nike in April 2001 with a brief to turn around a £23 million loss and falling sales, identify new products and revamp its branding and communications strategy.

The pitch will be run from Dr Martens' parent company R Griggs' headquarters in Oregon, with a campaign in the late spring or summer.

Mustoes handled the UK creative account, but stopped working on the brand last October. It is not repitching.