By David Gianatasio and Joan Voight
BOSTON–Holland Mark Martin in Boston is making a play for the estimated $5-6 million ad account of Umbro, the Greenville, S.C.-based maker of soccer apparel.
Goodby, Silverstein & Partners in San Francisco resigned the Umbro account last month after picking up advertising responsibilities for Nike Town retail outlets and for Nike apparel, women’s sports and select brands.
Umbro, known for its bold advertising statements, has begun ‘a search for a new agency,’ said David Jones, Umbro’s director of marketing.
The client has held conversations with several agencies and is close to formulating a list of initial contenders that Umbro executives will visit, sources said. Umbro is expected to begin informing shops of their status early this week, sources said.
Holland Mark Martin hired a small plane to fly a banner reading, ‘Umbro–will you marry us!’ above Foxboro Stadium in Massachusetts during the April 20 World Cup soccer match. The banner also included the initials HMM and the direct-dial phone number of agency chief executive Bill Davis.
Davis has held conversations with executives from the client but had not been informed of his shop’s status at press time, he said.
Within the last year, Goodby created gritty print ads for Umbro that ran in soccer enthusiast magazines and at least one TV spot. The work focused on how soccer belongs to everyday people and contrasted it to other mainstream sports that often seem to be excessively commercialized.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
Publish date: April 28, 1997 https://stage.adweek.com/brand-marketing/holland-chases-umbro-26180/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT