Industry@Saatchi lands Dr Martens

Dr Martens, the iconic boot brand, has appointed Saatchi & Saatchi's research and development arm, Industry@Saatchi, to a £5 million global assignment.

Dr Martens is the division's first client. It will work with the brand over the next three years to help it achieve its stated objective of a 10 per cent increase in global sales.

Industry@Saatchi will develop a strategic marketing programme for Dr Martens and will recommend how the brand should invest its spend. It will also work within the company, getting its employees to work "on brand".

Dr Martens is on a drive to reinvent its brand. Last year, it was looking at a move into clothing and accessories and earlier this year, it announced plans to return to the UK high street; it closed its Covent Garden store in 2003. A new location in London has been identified and a second London site is being considered.

David Suddens, the chief executive of Dr Martens, said: "We will be partners in creating a strategic vision that touches the brand and the consumer, as well as our retail partners."

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