• by Steve McClellan  @mp_mcclellan, September 5, 2018

Columbia Sportswear has selected McCann Worldgroup as its global agency of record for marketing services for the Columbia brand after a formal review. 

The company reported total ad expenses of nearly $122 million for 2017 in its annual report for that year. It did not specify how much was allocated to the Columbia brand. 

In the U.S. last year, the company spent about $5.2 million on measured media, according to Kantar Media. 

The agencies servicing the new account include UM (media and analytics), 215 McCann (brand and creative communications) and Weber Shandwick (PR). 

Joe Boyle, Columbia brand president, stated: “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.” 

The brand previously worked with North (creative) and BSSP (media) per sources. 

Columbia, the flagship brand of Portland, Oregon-based Columbia Sportswear Company, markets apparel, footwear, accessories and equipment for outdoor enthusiasts. It was founded in 1938.