MBT appoints creative agency

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 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. The integrated campaign is set to kick off early 2014.This is the first time MBT is working with an agency partner. Bob Dyer, group chief executive officer of MBT said the brand has big ambitions and with “enormous untapped potential”, the plan is to take it to take it to the next level.“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,” he added.“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,” said Josh Grace , managing director, Leo Burnett Singapore.