Leagas beats three to seize £7m global Dr Martens account

Leagas Delaney has scooped the £7 million global creative account for the footwear brand Dr Martens after a four-way pitch.

The agency will work on the brand's relaunch in the UK and US markets.

It saw off both Red Cell's Seattle and London offices, Edison Design and Fresh Britain.

The account will be divided between Leagas Delaney's London and San Francisco offices, with activity due to kick off in May. The forthcoming campaign is expected to integrate advertising, retail programmes, point-of-sale, store and event marketing.

The relaunch will attempt to revitalise the brand, which has seen a decrease in sales, with increased consumer interest in trainer culture. Activity will have a significant presence in the US, which accounts for up to 85 per cent of Dr Martens sales.

Despite the account being dormant since late last year, Starcom Motive, which previously handled media planning and buying, will continue to run the business in the UK and the US.

The creative account was handled by Mustoes, which did not re-pitch for the business when it was reviewed in February. It created a campaign featuring giant feet to launch Dr Martens' sandals.

The R Griggs-owned brand has recently ceased UK production, in favour of using factories in the Far East as part of an economy drive. A new range of shoes is likely to include a more casual design and a lighter variety.

Tim Delaney, the chairman of Leagas Delaney, said: "Dr Martens was looking for a concept that delivered across all communication vehicles, not just advertising. It's an exciting opportunity on a fantastically iconic brand."

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