New Balance To Triple Ad Spend
A key point of the campaign, created by BBDO New York, is to stress New Balance's dedication to reducing the hate -- and increasing the love -- of running. It launches as New Balance sets a goal of $3 billion in global sales by 2012; nearly double last year's mark. With print and online elements, the campaign is trying to broaden the New Balance appeal beyond a group of core customers and aims at consumers between 18 and 29.
The company won't talk budgets but TNS Media Intelligence calculates its 2007 U.S. media spending at just under $20 million.