New Balance has chosen Mediahub and the media arm of IPG-owned MullenLowe as the company’s U.S. agency of record following a review.
The account will be run out of Boston, which is also the global headquarters for New Balance.
“We are excited to welcome Mediahub to our North American marketing team, as their commitment to creativity and challenging the status quo aligns with our vision,” said Meg Johnson, New Balance’s director of North American marketing, in a statement. “Mediahub’s award-winning Radical + Disruptive Lab offers us unique opportunities to help drive our business forward with purpose and innovation.”
Mediahub replaces Boston-based PGR Media, which took over the New Balance account in 2011.
Mediahub will help support product launches this summer using a creative-driven approach to strategic communications planning and media buying.
“We are thrilled to team up with New Balance, as their commitment to creativity will allow us to work in fun and different ways to connect with athletes and consumers across the U.S.,” said Sean Corcoran, Mediahub’s executive director of the Americas. “Our creativity will be infused throughout the work from activating, targeting and engaging to optimizing on the back end to drive business results.”
