New Balance Names VML as Its New Creative Agency of Record

By Patrick Coffee 

More than six months after ending its relationship with Arnold Worldwide and three months after publicly announcing its global creative review, sneaker brand New Balance has gone with WPP’s VML.

We reached out to VML and consultancy R3, which deferred to the client. New Balance reps have not responded, so we have very few details regarding the win (which AdAge first reported this afternoon).

When news of the client’s plans first broke in March, an Arnold rep told us that New Balance was looking to consolidate its roster, and client PR said, “As a global brand, we are evaluating our future agency structure and reviewing our portfolio.” It’s not clear whether the company will continue to work with other creative partners such as BMB of London.


The reason for the review seems to be standard as the company has been releasing new product models and dipping its toes into the tech field via 3D printing and related projects. According to Kantar Media, New Balance spent $29 million on advertising in the first nine months of 2015.

This new marks the latest win for VML, which recently picked up Wendy’s, Electrolux/Frigidaire, Pepsi’s Brisk Tea, a portion of Y&R’s U.S. Navy account and social media duties for H&R Block.

A series of hires and promotions in the agency’s Kansas City, Chicago and New York offices this summer stemmed primarily from the addition of Wendy’s to its client roster.