The 91-year-old and still spry chair of Columbia’s board will make a reprise in Columbia’s ads after several years of creative that was very transaction-oriented with a focus on the technologies that Columbia has developed. COLM told Adweek that it made the switch because the only ads that consumers remembered about the brand were the one with Gert Boyle in her “One Tough Mother” role. The new ads were done by North, the agency that replaced Butler, Shine, Stern & Partners two years ago, which still buys media for Columbia.

Among the industry’s major advertisers, Columbia stood out as ... Log in to view full article.