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
Initiative already handles the account in France. Phil Georgiadis, a
director of Walker Media, is the former chief executive of Initiative in
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
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.