Footwear brand Dr Martens has selected Havas Entertainment as its lead EMEA agency for comms strategy and media implementation across key EMEA markets.
Havas Entertainment will now look to combine media creativity, innovation and data to define Dr Martens’ global comms architecture with an all-new media strategy.
The global agency will also work in partnership with the iconic footwear outfit to identify compelling ways to bring the brand’s unique marketing approach to life across the EMEA region.
“Rebellious self-expression always evolves but we’ve always been there. We needed a partner who understands our brand and where we are on our journey, speaks our language with a relevant tone of voice, to appeal to new consumers as well as existing ones,” Dr Martens head of marketing EMEA, Manu Meijer said.
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“Havas Entertainment demonstrated how in media we can find meaningful ways that not only shift brand metrics and sales, but drive meaningful progress and champion rebellious self-expression for our wearers – which is what Dr Martens is all about.”
By focusing on key European markets such as the UK, France, Germany and Italy, Dr Martens will look to accelerate its international expansion and sales of its full suite of footwear.
Havas Entertainment managing director, Nick Wright added: “For nearly six decades, Dr. Martens has transcended youth and subcultures demonstrating its unrivalled appeal and ability to evolve with the zeitgeist while remaining recognisably Dr Martens.
“Our cultural-first approach puts fewer, bigger, better at the centre of the business strategy and shifting from a campaign planning to audience planning approach. Our approach starts finding the yellow thread across everything they are doing and find ways to make sure media, creativity and innovation are working hand-in-hand.”
