Biss Lancaster gets broad brief for New Balance

The world’s fourth-largest athletic shoe company, New Balance Athletic Shoe Inc, has appointed Biss Lancaster to handle its UK PR. The brief covers both consumer and trade PR as well as corporate.

The world’s fourth-largest athletic shoe company, New Balance

Athletic Shoe Inc, has appointed Biss Lancaster to handle its UK PR. The

brief covers both consumer and trade PR as well as corporate.



The search for a new PR company began last October, but there was no

formal pitch process. New Balance uses Euro RSCG Worldwide, Biss

Lancaster’s parent company, as its advertising agency. Previously, New

Balance used Hothouse for UK PR.



The account will be lead by director Fiona Noble. She reports to Martin

Jouanneau, European PR manager for New Balance.



Rather than focusing on celebrity endorsement, New Balance’s marketing

emphasises performance and innovation, targeting serious runners,

although it has experienced growth in sales from those buying the shoes

as fashion items. ’The product is king,’ said Jouanneau. ’Although we

are now selling beyond the core target of serious runners, we are

careful to be faithful to sports.’



New Balance had sales of nearly pounds 400 million in 1998. Its

headquarters are in Boston, and it sells its products in 63 countries.



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