The World: Boston - New Balance appoints Mother NY to lifestyle account

New Balance has appointed Mother New York as its lead global creative and media agency on its lifestyle advertising.

BBDO, which New Balance added to its roster last year, will still handle the brand's athletic performance range.

In light of Mother's appointment, New Balance has also hired Savania Davies-Keiller and Roberto Crivello as in-house creative directors.

The pair will be responsible for setting the overall creative direction for the trainer brand's lifestyle category.

New Balance has heavily increased ad spending this year, with $20 million paid out during the first half of 2008, compared with $15 million for the whole of 2007.


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