Dr Martens is bringing brand and performance activity together under a single global operating model across the brand’s largest European markets and the US.
The move sees Arena Media UK’s remit expanded to lead performance media, taking on responsibility for search and affiliate activity, adding to its existing brief for integrated media strategy, planning and activation across the UK, France, Germany and Italy.
The appointment significantly increases the agency’s global responsibilities and managed media spend and will enable a globally connected media strategy across the business, tailored to the needs of individual markets.
By bringing brand and performance activity under one roof, Arena Media UK will help Dr Martens deliver a more holistic approach to planning, activation and measurement, driving stronger commercial outcomes.
To support the expansion, Arena Media will draw on its international network of local market expertise and specialist capabilities, alongside hiring a new planning director based in New York to ensure deeper integration with Dr Martens’ North American teams and strengthen local insight.
This latest milestone builds on four years of partnership across EMEA, during which Arena Media has helped evolve Dr Martens media approach into a more integrated, audience-led model.
It is claimed this has delivered improved consistency and stronger brand integration across seasonal and always-on campaigns.
Dr Martens head of marketing and global media Michael Boaler said: “Arena Media has been an essential business partner across our European markets, bringing together strong strategic thinking with a deep understanding of our brand and business.
“The work to date has strengthened our approach to media and delivered award-winning effectiveness. 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.”
Arena Media UK principal partner Alex Sherr added: “Over the past four years, we’ve built a partnership with Dr Martens grounded in trust, collaboration and shared ambition. Together, we’ve helped reshape how media works for the brand, connecting strategy and performance in a more meaningful way.
“Expanding into the US is a natural next step, evolving our role as consultants and strategic partners to take what’s worked, scale it internationally, and create a more unified model for growth.”
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