NB taps CarryOn

BOSTON: Athletic products company New Balance has hired CarryOn Communications to promote global brand platform campaigns, after a competitive review.

BOSTON: Athletic products company New Balance has hired CarryOn Communications to promote global brand platform campaigns, after a competitive review.

"New Balance was seeking a strong, mid-sized firm with a significant service office or headquarters in New York City," said Dan Orsborn, senior partner at Select Resources International (SRI), who led New Balance's three month RFP.

Other agencies considered included Bratskeir & Company, CKPR, and M. Booth & Associates.

New Balance's corporate communications manager Amy Vreeland said it ultimately chose CarryOn because of chemistry and experience in consumer brand work.

Additionally, Vreeland noted, "New Balance liked the work CarryOn had done for ESPN, as New Balance is a sponsor of the X Games."

According to Paul Yoffee, VP at CarryOn, the agency will use traditional and new media strategies to target the 18 to 29 year-old demographic. "Also, we want to create an emotional connection with the consumer and reinforce the radical transformation currently underway at New Balance," Yoffee said.

While CarryOn will focus on global initiatives, Regan Communications will continue to oversee New England regional community relations. DKC will continue its role as AOR for national products.

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