Held annually on the first Sunday of November, the race features more than 50,000 runners, more than one million spectators and thousands of volunteers. The agency's campaign launched this month.
"We chose Madwell for their big, creative ideas that brought to life the transformative power of running and the power of the TCS New York City Marathon," said Ronnie Tucker, vice president of marketing & digital for NYRR. "We've been running a campaign, that we loved, for three years and are looking forward to refreshing our creative through Madwell's idea which touches on the many emotions of the TCS New York City Marathon journey whether you are a runner, spectator, volunteer or fan."
The New York Road Runners spent $714,000 on advertising the first 11 months of 2016, per Kantar Media.