FYI

Leo Burnett Singapore wins MBT brief

Leo Burnett Singapore has been hired by footwear brand MBT to handle the brand’s messaging for the Spring/Summer 2014 season.

The announcement:

(Singapore: 6 February 2014) Global footwear brand MBT has appointed Leo Burnett Singapore as its creative agency responsible for developing the brand’s core message and creative elements for the Spring/Summer 2014 season. The appointment follows a competitive pitch, which involved five other agencies.

The agency has been tasked to develop the new global brand strategy across the new range of MBT footwear through multiple media. This new campaign for MBT by Leo Burnett will kick off in early 2014.

Bob Dyer, Group Chief Executive Officer of MBT explains, “We have big ambitions for the MBT brand. It has enormous untapped potential, and we plan to take it to the next level. Our footwear is quite unique due to its balance of patented technology, high quality materials and new technical components combined with trend right styling relevant to our target consumer. This combination sets our products apart from those of our competitors, and will entice more people to try our brand and enjoy the comfort of our products.” We needed an agency partner who understands our vision and is able to convert it into a clear and meaningful brand message that appeals to a broad spectrum of consumers. We believe that Leo Burnett is ideally suited to deliver just that. We look forward to working with Leo Burnett to make our purpose a reality.”

“It’s rare you get to work on a product with a true point of difference. MBT pioneered a new type of footwear that literally redefined how shoes work. Coupled with MBT’s recent investment across all key areas of the business to appeal to a broader audience, it has the potential to become even bigger. Having the opportunity to partner with MBT to achieve its global ambition for the brand is very exciting for the agency. We can’t wait to get started,” said Josh Grace, managing director, Leo Burnett Singapore.

Source: press release

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