• by Amy Corr  @MediaPostOTL, December 31, 2014

New Era has expanded its relationship with Pereira & O'Dell New York, who will act as its lead creative agency across a series of projects in 2015. Since late 2013, New Era and Pereira & O'Dell New York have partnered on a numerous cultural initiatives, including the brand's homage to Jackie Robinson, "First Changes Everything," which recently took home two Clio Sports Awards. Most recently, the agency worked on a video series featuring Spike Lee to promote New Era's Heritage Series collection of caps. Pereira & O'Dell will lead the development of campaigns to activate New Era's partnerships with both Major League Baseball and the NFL. Work will be heavily focused on digital and retail channels. "The team at Pereira & O'Dell New York has consistently delivered when we've called on them, so as we looked toward our goals for 2015, it felt natural to expand our partnership," said Kelli Coppola, senior director of strategic accounts at New Era. "We're excited to see what they can do for some of our bigger initiatives next year." New Era spent $2.8 million on measured media in 2013, according to Kantar Media.