Wednesday
Jun092010

New Balance Set To Run With New Marketing From Arnold Worldwide

June 8, 2010: New Balance is preparing to roll out new marketing creative after naming Boston-based Arnold Worldwide as its global agency of record. Arnold replaces BBDO, New York, which had been New Balance's lead agency since 2007.

Arnold Worldwide has strong experience in sports and athletic brand advertising and marketing, having worked with such brands as ESPN, Nike, Titleist, the U.S. Open Tennis Championships and the Miami Dolphins. The agency is charged with strategic and creative duties, as well as providing integration guidance for all marketing components across the company's roster agencies.

New Balance, also based in Boston, was founded more than 100 years ago, with a focus on running and fitness that includes athletic and lifestyle footwear, apparel and accessory products. More than 44 million people in the U.S. jog on a regular basis, up 6.7% from 2008, according to the Sporting Goods Manufacturers Assn., Silver Spring, MD.

"We are confident that Arnold's proven experience in sports and athletic brand advertising will help us continue to build our business and capitalize on future growth opportunities," Rob DeMartini, president and CEO at New Balance, said in a statement. "We share Boston as our hometown and both understand the importance of delivering creative communications to our consumers that will drive our brand forward."

According to Andrew Benett, global CEO of Arnold Worldwide and global chief strategy officer of parent company Havas Worldwide, "New Balance is one of those great brands that every agency wants to work with, It's a company devoted to innovation, technology and, above all else, its valued customers. We couldn't be more excited to partner with New Balance and help shape its next chapter of success."

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