Dr Martens has handed its estimated pounds 7 million global media
planning and buying account to Starcom Motive. The agency won the
account without a pitch.
Peter Colvin, regional business director, will oversee the account. Dr
Martens was previously handled in the UK by Manning Gottlieb Media.
Colvin reports to James Greet, group head of Starcom Motive
The account will be handled from Starcom Motive’s London headquarters,
with support from local offices in the US and France.
Colvin is reorganising his department and is on the hunt for a
planner/buyer to work on the account.
The account team will work on a branding campaign for Dr Martens and the
newly launched Wear: Aer trainers label. The campaign will start later
Dr Martens is planning to run its first ever television campaign next
Colvin said media planning was at an early stage and he was ’keeping on
open mind’ as to what other media options to use. He revealed that radio
would not be on the schedule.
Frank Duffy, managing director of AirWair Group - Dr Martens’ holding
company - said: ’We chose Starcom Motive to ensure the use of media
remains ’on-brand’, allowing us to enhance guerrilla options.’
Colvin refused to say what kind of guerrilla tactics he wanted to use,
but said the agency was always looking for ’new and interesting ways to
reach the consumer’.
Starcom Motive also handles media for Polaroid, NatWest and Levi
The international Dr Martens account was previously split between three
Manning Gottlieb Media handled the account in the UK, while Creative
Media, part of New PHD, worked on the business in the US. OMD held the
account in France.