Opinion, CMOLabPOSTED October 31, 2019

The Pivot: Jon Purdy

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In this episode of The Pivot, we chat with Jon Purdy, senior marketing manager at New Balance Canada.

Suddenly as a marketer, the stars align, the clouds part and everything comes up roses. That was certainly the experience of New Balance when they globally signed Kawhi Leonard, who went onto win the 2019 NBA championships for the Toronto Raptors.

Marketers can only dream of an opportunity like this. Jon Purdy, Senior Marketing Manager at New Balance Canada led his team through this exciting challenge that captured the attention of the country.  From fun guy t-shirts, to king of the north crowns, Jon’s team took advantage of the attention to cut through the clutter and keep his brand top of mind. Jon speaks to the evolution of the New Balance brand, sports marketing, brand authenticity and taking risks.

Have a listen to the latest episode of The Pivot here:

Hear from other Canadian senior marketers on The Pivot, talking about our CMO Lab research and how they, like you, are adapting.

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