Arnold Toronto wins New Balance

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. […]

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.

Advertising Articles

Watch This: A Canadian shade of kink (kinda NSFW)

Durex Canada took a new position (or four) in time for Canada Day

On the Move: Changes at Exchange Lab, Bleublancrouge

A weekly recap of who's headed where in Canadian marketing and communications

Bullseye – Remember Equity?

Campaigns used to run for years. But as Mike Tennant observes, marketing has become mostly short-term plays

Vision7 phases out Dare brand, opens Camp Pacific

Shorkey, staff and clients remain, but Dare brand retired from Canadian market

Kids Help Phone reaches out with fundraising campaign

Charity's first mass campaign since 2012 targets female donors

Rob Myers to lead Ipsos in Canada

Gary Bennewies bound for Paris, global chief talent officer role

Minions have overrun General Mills Canada

Expect to see Universal's little, yellow, adorable monsters on everything

BNotions acquired for $3.8 million

The firm will continue to operate under the BNotions name

Sour lemons are a sweet thing for Plan Canada

A new summer social challenge to raise money for 'Because I Am A Girl'