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VML, Inc. | Agency Profile, Contacts, AOR, Client Relationships

Service: full service

Main Telephone (269) 349-7711
Main Fax (269) 349-3051
Primary Address
600 East Michigan Avenue
Suite D
Kalamazoo, MI 49007

VML, Inc. Contacts

Contacts (5/8)
Name Title State
Dean S. Managing Director, Strategic Planning MI
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (269) 349-7711
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 600 East Michigan Avenue
Suite D
Kalamazoo, MI

Jane T. Executive Director - VML Chicago MI
Mike G. Executive Director - Kalamazoo MI
Susan H. Account Director MI
James V. Associate Art Director MI

Client Relationships

Brand Service From To Media Spend
***** ***** digital unknown present *
**** **** digital unknown present *
*******, *** Media Buying, Media Planning 2017 present *******
*******'* ******* *** ****** digital unknown present *
*******'* ***** ***** digital unknown present *******

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Campaign Imminent: New Balance names global creative AOR (Score 75)

Subject: traditional, digital, print, social media, sponsorship


Opportunity: After VML as its new global creative AOR. Note that while this is a global assignment, most of the spend will continue focus on the US, even as NB expands efforts globally. The creative review followed the hire of Steven Ruhl as head of global brand marketing (by six months).  Ruhl was hired to lead the 18-member global brand team and take the brand from its regional roots to a brand-led global organization.

Sellers - Start going after new campaign revenue now. Note that while NB increased both TV and display spend in 2015, 2016 has seen a decline in spend. However, this is likely due to the creative shift, so sellers should expect spend to return to normal levels by Q4 and beyond. As with most athletic companies these days, expect there to be an increased focus on women in 2017. Be on the lookout for more sponsorship dollars, as well, as NB will replace Asics as footwear and apparel sponsor of the NYC Marathon next year.

PGR Media handles New Balance’s traditional and digital media planning and buying. This relationship was not affected by the creative review, but since reviews tend to follow closely behind one another, its worth keeping NB on your radar should a media or digital review occur in the next six-to-nine months.

Additional Information

Incumbent: New Balance has been without a creative AOR since cutting ties with Arnold in March (more here) and early October's #GreaterThantheWin digital and social media campaign was created by Tongal.

Media Spend: According to Kantar Media, NB spent $18.8 million on measured media in 2015, but has spent only $2.9 million for H1 2016. 

National TV Spend: ISpot reports that New Balance spent $7.5 million on national TV ads in 2015 – a 100% increase from 2014, as no ads were run that year. See chart above for 2015 show targeting. 

Note that for 2015, New Balance fell just outside the top five SOV, with 3.5% (No. 6). 

So far in 2016, the brand has spent only $150,000 on national TV ads (compared to $6.9 million for the same period last year), but sellers should note that 2015′s ads did not appear until July (and hit the highest buys in Sept/Oct).  For 2016, four spots have run on during  "Track and Field," "Today" and "MLL Lacrosse."

Digital Breakdown: Pathmatics reports that NB has spent $4.03 million on desktop ads so far this year (371.3 million impressions). Sellers should note that desktop presence has been gradually increasing throughout the year and majority of these ads were placed site direct (93%). See chart for impression source breakdown. Top desktop destinations include:,,, and

NB has also spent $207,000 on mobile ads this year (227.7 million impressions) and $164,000 on video ads (12.5 million impressions). See chart for impression source breakdown for video ads (mobile ads, as desktop, were largely placed site direct). 

2016 VML Wins: It's been quite a year for Kansas City-based VML. The shop was named AOR for Wendy's in March, taking over duties from Publicis NY (more media buying and planning for QuikTrip. Click links for more information.

New Balance
20 Guest St.
Brighton Landing
Boston, MA 02135
(617) 783-4000

Steven Ruhl
Head, Global Brand Marketing (since Jan. 2016)
(617) 783-4000

Christopher Ladd 
Executive Vice President, Consumer Experience & Demand Creation 
(617) 783-4000

Patrick Cassidy 
Director, Global Digital Brand Marketing
(617) 783-4000

Meg Johnson
Marketing Director, North America
(617) 783-4000