New Balance Signs Up Almighty

BOSTON New Balance has awarded its interactive account and other non-traditional marketing chores to independent Almighty following a review.

Both client and agency are located here.

The work includes strategic and creative responsibilities as well as media duties.

“New Balance is exactly the type of client we want to work with,” said agency partner Christopher Smith. “There is a real sense of collaboration and enthusiasm for doing innovative things at their company.”

Greg Pulsifer, New Balance senior interactive marketing specialist, said, “They understand both the heritage of New Balance and the manner in which we need to resonate moving forward. Almighty’s ideas capitalize on the many opportunities provided by our 100 years of history, our unique core values and our place in the sporting goods industry.”

The client, a leading athletic footwear and apparel concern, spent $20 million on U.S. ads last year and more than $15 million so far this year, per Nielsen Monitor-Plus. The company’s interactive spending could not be immediately determined.

New Balance continues to work with independent Boathouse in Waltham, Mass., on its traditional media advertising.

Havas’ Euro RSCG 4D had handled digital assignments.

The other review contenders were not disclosed.

—Adweek staff report