Starcom Motive has snatched the UK media planning and buying task for cult shoe brand Dr Martens from Manning Gottlieb Media without a pitch.
The move is part of a global realignment by parent company Air Wair, which is expected to see 拢6 million in business for Dr Martens brands and retail outlets in Europe and the US move from the OMD to Starcom networks.
Starcom Motive has been acting in an unofficial consultancy role to the company since Mustoe Merriman Herring Levy was appointed to handle the company鈥檚 global advertising account, previously held by TBWA, last November.
Planning will be handled centrally in London under Starcom Motive International鈥檚 regional business director Peter Colvin. Buying tasks will be assigned on a market-by-market basis. Expenditure is likely to be concentrated in the UK, US and France.
Colvin said the agency was excited to be working with such an 鈥渋conic鈥 brand. 鈥淭he win helps endorse our reputation for developing innovative, centrally-driven, multimarket media strategies which are then effectively delivered locally,鈥 Colvin said.
Frank Duffy, Air Wair鈥檚 group managing director, said the agency was chosen because it was well positioned to develop solutions in the brand鈥檚 key markets. 鈥淪tarcom Motive鈥檚 strategic planning will ensure our media use remains 鈥榦n brand鈥 while allowing us to further enhance new, underground and guerrilla options,鈥 he said.
Dr Martens has attempted to move beyond its celebrated association with the Punk and Goth movements by launching a new brand of sports and leisure footwear as well as clothing under the Air Wair brand.
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