Sole Mates: Dr. Martens Appoints Havas Entertainment as Global and EMEA Comms Lead

Iconic footwear brand Dr. Martens has appointed Havas Entertainment as its lead EMEA agency for comms strategy and media implementation across key EMEA markets, including UK, France, Germany and Italy.

Havas Entertainment’s EMEA remit will see the agency that builds meaningful moments in culture, combining media creativity, innovation and data to define Dr. Martens’ global comms architecture. The media strategy will build on the execution of Dr. Martens’ DOCS strategy to empower rebellious self-expression and to help deliver sustainable and profitable growth that drives long-term value for the brand and its customers.

The brief will see Havas Entertainment help Dr. Martens identify compelling ways to bring the brand’s unique marketing approach to life across EMEA and create market parity across the European continent, as the brand seeks to accelerate its international expansion. A key part of the work will be to drive full funnel awareness and sales of Dr. Martens’ full suite of footwear – from iconic footwear right through to new ranges.

Dr. Martens is a growth business more than doubling revenue and pairs sold in the last five years, reaching £1bn in revenue for the financial year ending March 2023. As the business continues to focus on growth, it is investing in key areas, including marketing spend.

Manu Meijer, head of marketing EMEA, Dr. Martens said, “Rebellious self-expression always evolves but we’ve always been there. We needed a partner who understands our brand and where we are on our journey, speaks our language with a relevant tone of voice, to appeal to new consumers as well as existing ones. Havas Entertainment demonstrated how in media we can find meaningful ways that not only shift brand metrics and sales, but drive meaningful progress and champion rebellious self-expression for our wearers – which is what Dr. Martens is all about.”

Nick Wright, managing director, Havas Entertainment, said, “For nearly six decades, Dr. Martens has transcended youth and subcultures demonstrating its unrivalled appeal and ability to evolve with the zeitgeist while remaining recognisably Dr. Martens. Our cultural-first approach puts fewer, bigger, better at the centre of the business strategy and shifting from a campaign planning to audience planning approach. Our approach starts finding the yellow thread across everything they are doing and find ways to make sure media, creativity and innovation are working hand-in-hand.”