Dive Brief:
- Columbia Sportswear Company is revamping the marketing strategy for its flagship Columbia brand, including appointing a new top marketing executive and creative agency, according to a press release.
- Matthew Sutton joined Columbia last month as senior vice president and head of marketing. Sutton has a background in digital and direct-to-consumer marketing, with past roles at companies including The Black Tux, FreshDirect and Facebook.
- Adam&eveDDB has been appointed Columbia’s global agency of record (AOR) following a competitive pitch process. The account will be spearheaded by the agency’s team in London, working in close partnership with offices in New York and San Francisco.
Dive Insight:
Columbia has been busy retooling its business and wants to wed product strategy and marketing closer together as part of the overhaul. To achieve that goal, the outdoor specialist is enlisting a new creative AOR and installing fresh leadership at the marketing helm in Sutton, whose experience centers on digital-first and DTC brands. In a press statement, Columbia Brand President Joe Boyle said Sutton will lead the integration of the brand’s global marketing, as well as develop its omnichannel approach and improve capabilities elsewhere.
Adam&eveDDB won the Columbia account after a review that included several undisclosed global agencies. The agency was invited to pitch for the business, Adam&eveDDB CEO Miranda Hipwell said in the announcement. Hipwell added that Adam&eveDDB is excited to bring to life the “unique marriage of irreverence, imagination and innovation” that is in Columbia’s DNA. Columbia is known for forward-thinking materials and designs in its products. Its proprietary heat insulation technology was recently used to outfit lunar landers.
The company also outlined its roadmap during a company-wide presentation in Portland, Oregon, where it is headquartered, earlier this month.
Parent Columbia Sportswear Company, which also owns Mountain Hardwear, Sorel and Prana, has contended with flagging performance. Net sales declined 8% year over year to $570.2 million in Q2, with challenges in the key U.S. market stemming from retailer caution, soft consumer demand and pressure from competitors in the outdoor and active apparel categories. Columbia Sportswear Company reports its Q3 results on Wednesday.
Columbia joins other Portland-area apparel brands that are trying to reinvigorate their marketing and boost standing with consumers. Nike, which has seen revenue plummet following an ill-fated pivot to DTC, kicked off one of its biggest campaigns in years around the Summer Olympics with gritty ads themed around the drive it takes to win.
