Columbia To Replace Local Ad Agency With California Company

Borders Perrin Norrander, Portland, co-Founders William Borders and Wes Perrin indicated that Columbia Sportswear is ready to "curtail or even end its long and lucrative relationship" with the ad agency, according to Brent Hunsberger of the Portland OREGONIAN. Borders and Perrin said that Columbia recently selected Butler, Shine, Stern & Partners, California, to "handle the bulk of its outside advertising work." Columbia spokesperson John Fread Wednesday said that "no final decision on its agency of record had been made," and that Columbia "recently wrapped up a 'pretty lengthy agency review' ... but had not as of Wednesday signed a contract." Fread: "It's not a done deal." Borders Perrin has created long-running ads featuring Columbia Chair Gert Boyle as "Ma' Boyle" and "One Tough Mother." Borders said that the agency's managers "were told a few weeks ago that Columbia would shift work to Butler" after both agencies made pitches to the sportswear company. Borders said that it "wasn't clear" whether Borders Perrin would retain some portion of Columbia's work (Portland OREGONIAN, 4/10).