Dr. Martens extends Arena Media account

The expanded remit brings brand and performance media together under a single global operating model

Arena Media UK has expanded its partnership with Dr. Martens after being appointed to manage the footwear brand's performance media across its largest European markets and the United States.

The appointment extends the agency's existing remit for integrated media strategy, planning and activation across the UK, France, Germany and Italy, adding responsibility for search and affiliate activity in Europe and the US.

Agency broadens global responsibilities

According to Arena Media UK, the expanded remit brings brand and performance media together under a single global operating model, increasing the agency's international responsibilities and managed media spend.

To support the expanded account, the agency will draw on its international network and specialist teams while appointing a planning director in New York to work more closely with Dr. Martens' North American business.

Partnership enters next phase

Arena Media UK has worked with Dr. Martens for the past four years, helping develop a more integrated media approach across EMEA. During that period, the partnership received recognition including Gold for Best Use of Data at the Campaign Tech Awards 2026 and an Outdoor Media Award in 2025 for the ZebZag campaign.

Alex Sherr, principal partner, Arena Media UK: "Over the last 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."

Dr. Martens expands media model

Michael Boaler, head of marketing & global media, Dr. Martens: "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."

www.drmartens.com

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