Fitness and running brand New Balance Canada has selected Arnold Toronto as its agency of record, aligning its Canadian presence with global branding efforts handled by Arnold Worldwide of Boston.
Arnold Toronto will work in conjunction with its head office, adapting creative for the local market, handling social media support and creating select in-store signage.
“Arnold has been the agency for New Balance since 2010. Because of that we were able to start talking to the team in Canada and win the account based on our network affiliation and the team we have in Toronto,” said Bill Sharpe, Chairman of Arnold Toronto.
The agency was selected based on meetings with New Balance Canada, not a formal review process. Because Arnold Toronto works closely with its affiliates in Boston, Sharpe said the agency is able to tap into account history and align the Canadian business with the U.S. based advertising and business objectives.
The agency is currently working on adapting the brand’s U.S. brand positioning, ‘Let’s Make Excellence Happen,’ for a Christmas season campaign.
Andrew Prendergast, New Balance’s general manager in Canada, said his company is excited to work with with the agency on its Canadian marketing efforts, “continuing to promote our innovative products, and further entrenching New Balance as the leader in fit and performance in the running and active lifestyle categories.” Prendergast said.