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WITHIN to Serve as Digital AOR for Timberland

Written by
David Schwartz

WITHIN, the world’s first Performance Branding firm, announced today that it has taken on the role of Digital AOR for Timberland, a global outdoor and work inspired brand that this year celebrates the 50th anniversary of the Original Timberland® Boot. The new duties follow last year’s appointment as Integrated AOR for The North Face, another brand in parent company VF Corporation’s portfolio.

In the new role, the WITHIN team will manage digital marketing needs for Timberland through its innovative performance branding approach. 

“WITHIN’s unique approach of brand and performance in its operating model and experience in the retail space will make a great impact for Timberland,” said Katie Weeks, Timberland’s Head of Global Digital Brand Transformation, Global Brand Media and Performance Marketing. “Our consumers, who we call Adventurous Doers,  come from a diverse range of communities around the world.  The ability to reach them with the right message, in the right place, and at the right moment along their journey will ensure we continue to engage and serve the people that made us the brand we are today.”

“We pride ourselves in being a partner to brands who share our commitment to innovation,” said Joe Yakuel, founder and CEO of WITHIN. “Timberland has been driving innovation and creating outstanding products since its inception, and we’re excited to harness our experience and forward-thinking way of working to help fuel their long-term growth.”

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WITHIN maximizes profit and LTV for brands like The North Face, Rite Aid, and Casper by applying a Performance Branding methodology to digital media and creative. Performance Branding removes silos by aligning the marketing function to the business objective. Approaching marketing holistically drives a higher ROI for brands and a better customer experience for their users. WITHIN is a full-service marketing partner, with media management and creative services across every digital platform.


About Timberland:

Timberland is a global outdoor and work inspired brand that’s on a mission to inspire and equip consumers to step outside, work hard together and move the world forward. Based in Stratham, New Hampshire, Timberland also has international headquarters in Stabio, Switzerland and Shanghai, China. Best known for The Original Timberland® Boot–the iconic yellow work boot introduced in 1973 to take on the harsh elements of New England–Timberland today offers a full range of footwear, apparel, and accessories. The brand is widely recognized as the arbiter of boot culture. 

At the heart of the Timberland® brand is a vision for a greener and more equitable future. This comes to life through a decades-long commitment to make products responsibly, protect the outdoors, and strengthen communities around the world.  

Built for Adventure. Built for Impact. Built for the Bold. 

To share in Timberland’s mission, visit a Timberland® store, or follow @timberland or @timberlandpro. Timberland is a VF Corporation brand. 

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David Schwartz

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Written by
David Schwartz


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