Global footwear and apparel brand Dr. Martens has expanded its four-year relationship with Havas’s Arena Media, appointing the agency to lead performance media across its largest European markets and the US. 

According to the agency, the move joins brand and performance activity under a single model at the client for the first time. 

The account is led out of Arena Media’s London offices. Under the expanded remit, Arena Media will assume responsibility for search and affiliate activity across European markets and the US, adding to its existing assignment for integrated media strategy, planning and activation across the UK, France, Germany and Italy. 

Media expenditures were not disclosed. It was not immediately clear which agencies Arena was succeeding under the expanded assignment. 

Michael Boaler, head of marketing and global media at Dr. Martens, said, “Expanding the partnership into the US gives us a more connected global structure, stronger collaboration across markets and a clearer view of how media can drive both immediate impact and long-term value.”