Columbia Sportswear has selected McCann Worldgroup as its global agency of record for marketing services for its namesake Columbia brand.
The announcement, McCann said in a statement, followed a competitive review, with the new partner agencies leading efforts efforts in the creative, media, and public relations landscapes.
San Francisco’s 215 McCann was named lead for brand and creative communications, UM leading media and analytics, and Weber Shandwick driving public relations.
Joe Boyle, Columbia Brand President said in a statement: “The McCann Worldgroup team possesses a deep strategic understanding of our brand and business goals as they relate to the changing consumer as well as digital and retail landscapes around the world. They’ve demonstrated a strong affinity for the Columbia brand, and are primed to amplify our unique perspective and innovation efforts to consumers in the US and abroad. This is an exciting time for Columbia, and we’re looking forward to collaborating with our new partners to propel our brand even higher.”
McCann’s president of advertising and allied agencies, Chris Macdonald, added: “We are delighted to have been chosen by this iconic brand. Columbia’s proud heritage, their focus on strategic differentiation, and their sense of inclusivity all combine to make it one of the most admired brands in the industry.”