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Columbia Sportswear Unveils New Marketing Leadership and Creative Agency Partnership
Slice of Retail Team
October 28, 2024
Key Highlights:
New Marketing Leadership: Matthew J. Sutton appointed as SVP, Head of Marketing for Columbia Brand.
Creative Agency Partnership: adam&eveDDB chosen as Columbia’s global agency of record.
Strategic Brand Vision: Focused on storytelling and integrating product strategy with consumer engagement.
Exclusive Brand Preview: Company-wide vision preview hosted at Newmark Theatre in Portland, OR.
Source: Business Wire
Notable Quotes:
“In the year ahead, you’ll see the Columbia brand roll out a product strategy that is deeply intertwined with marketing, allowing us to reach consumers in new, surprising ways to reintroduce our iconic brand. Matt will help lead the strategic integration of our entire global marketing, including developing omni-channel marketing strategies and upleveling our capabilities.”
“The story of Columbia is so rich and full of personality; this was a partnership we felt excited about from the moment Joe’s letter inviting us to pitch landed on our desks.”
Our Take:
Columbia Sportswear's recent moves signal a transformative chapter in the brand's evolution, with a refreshed commitment to connecting with consumers through a cohesive, storytelling-driven approach. The appointment of Matthew Sutton, with his robust experience in digital and brand marketing, emphasizes Columbia's focus on innovative and integrated consumer engagement. Partnering with adam&eveDDB provides a dynamic platform for the Columbia brand to resonate on an emotional level, leveraging the agency’s strength in impactful storytelling. This approach, aligning with Columbia’s rich legacy, positions the brand to capture new audiences and redefine its presence in the outdoor apparel industry.