In early 2016 New Balance had two big problems; firstly, their 18 month old strapline 'ALWAYS IN BETA' wasn't landing with their target audience in research and secondly, their incumbent agency stateside were failing to deliver on the new global brand proposition for 2017. As a consultant in London I led the team that pitched and landed the account with 'Beat Predictability', a proposition that was as much about feeling 'ALWAYS IN BETA' as it was about articulating it.

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