Walker Media swipes Dr Martens business

Walker Media has won its first piece of international business, adding the famous Dr Martens shoe brand to its client list.

Walker Media has won its first piece of international business,

adding the famous Dr Martens shoe brand to its client list.



The agency, which is half-owned by M&C Saatchi, will work with

Initiative Media rather than M&C Saatchi’s chosen international media

partner, Optimedia, on the business.



Walker Media is understood to have already begun working on the media

planning and buying for the brand in the UK, after being chosen as media

partner by Dr Martens’ creative agency, Harrison Carloss. It will handle

the media in the UK and was responsible for Initiative’s appointment in

Germany.



Initiative already handles the account in France. Phil Georgiadis, a

director of Walker Media, is the former chief executive of Initiative in

London.



Georgiadis said that there were no firm rules on how Walker Media would

apportion international business. ’We have no preferred international

media partner. When international business comes up, we’ll choose to

work with whichever media network offers the best fit for the

client.’



Georgiadis added that the Dr Martens account was a good opportunity ’to

work with an icon brand in the dynamic youth market’.



The Dr Martens win follows last week’s news that Walker Media is to take

over the pounds 108 million Dixon’s media account from this spring.