Havas wins media AOR duties for Wolverine Worldwide

Canada will be a focus market in an assignment that covers footwear brands like Merrell, Saucony, Sperry, Hush Puppies and Keds.

Havas Media Group has been named global media agency for Wolverine Worldwide.

Wolervine markets and licenses a range of footwear and apparel brands across categories, including Merrell, Saucony, Sperry, Hush Puppies and Keds. It is also the company behind branded products for the likes of CAT and Harley Davidson.

Havas has been mandated to handle all regions and brands internationally, with a heavy focus on Canada, the U.S. and EMEA. It will also work British women activewear retailer Sweaty Betty in select business areas.

The new AOR will oversee media strategy, planning and coordination, as well as content and analytics, developed from and anchored in Havas’ data and decision sciences practices, including budget optimization, media mix and forecasts.

Wolverine says that HMG’s capacity to provide support spanning all digital transformation issues, as well as its commitment to creating a more sustainable, ethical and inclusive media ecosystem, while also meeting performance goals were the factors behind its selection of HMG.

The first work from the partnership will debut this month.