TOPEKA, Kan., April 24 /PRNewswire-FirstCall/ -- Collective Brands,
Inc. (NYSE: PSS) announced today that its Payless ShoeSource and Stride
Rite units have completed their agency review and have named Optimedia
International US Inc., New York, a Publicis Groupe-owned communications
planning and buying agency, as their media planning and buying agency of
record.
The new agency will be responsible for the media planning and buying
for the US General, US Hispanic and Canadian markets for Payless
ShoeSource, as well as the North American efforts for Stride Rite's brands
including Stride Rite(R), Keds(R), Saucony(R) and Sperry Top-Sider(R).
The review was driven by dynamic changes in the media market and the
expanding needs of Collective Brands, Inc. This agency selection does not
affect the creative agency relationships for Payless and Stride Rite.
Mediaedge: cia's Bravo unit will continue as the media buying and planning
agency of record for Payless in Puerto Rico.
Optimedia was selected from three agency finalists including PHD, part
of Omnicom Media Group, and Spark Communications, a division of Starcom
MediaVest Group, Inc.
"All the agency finalists did a tremendous job outlining their unique
abilities and applying their team's talents and expertise to our company's
expanding needs. Optimedia was selected based on its superior insights into
our current and potential customers, strategic capabilities and creative
ideas for media delivery," said Matt Rubel, chief executive officer of
Collective Brands, Inc. "We are thrilled by our selection and look forward
to the various brand teams at Collective Brands working directly with
Optimedia to expand our consumer communication platforms for all our
brands."
"Collective Brands is an exciting company that has a portfolio of
powerful brands that appeal to diverse customer segments," said Antony
Young, president, Optimedia. "Through the review process, we were able to
bring a unique perspective to connect with their customers and drive
traffic, a crucial challenge in this current economic climate. We are
excited to apply our strategic approach to get their brand communications
seen and heard by more shoppers for the company."
Collective Brands joins Optimedia's impressive client list, which
includes T-Mobile, L'Oreal, Nestle, Denny's and Whirlpool, among others.
For the review, Collective Brands employed the services of Joanne Davis
Consulting, Inc., New York City, to assist in the identification of
potential agencies, agency presentation process and final negotiations.
Collective Brands, Inc. (NYSE: PSS) is a leader in bringing compelling
lifestyle, fashion and performance brands for footwear and related
accessories to consumers worldwide. The company operates three strategic
units covering a powerful brand portfolio, as well as multiple price points
and selling channels including retail, wholesale, ecommerce and licensing.
Collective Brands, Inc. includes Payless ShoeSource, focused on
democratizing fashion and design in footwear and accessories through its
more than 4,500-store retail chain, with its brands American Eagle(TM),
Airwalk(R), Dexter(R), Champion(R) and designer collections Abaete for
Payless, Lela Rose for Payless and alice + olivia for Payless, among
others; Stride Rite, focused on lifestyle and athletic branded footwear and
high-quality children's footwear sold primarily through wholesaling, with
its brands including Stride Rite(R), Keds(R), Sperry Top-Sider(R),
Robeez(R), and Saucony(R), among others; and Collective Licensing
International, the brand development, management and global licensing unit,
with such youth lifestyle brands as Airwalk(R), Vision Street Wear(R),
Lamar(R), Sims(R), LTD(R), genetic(R), Dukes(TM), Rage(R), Ultra-Wheels(R),
and Skate Attack(R). Information about, and links for shopping on, each of
the Collective Brand's units can be found at
http://www.collectivebrands.com.
SOURCE Collective Brands, Inc.
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Related links:
http://www.collectivebrands.com
CONTACT:
Mardi Larson of Collective Brands, Inc.,
+1-612-928-0202; or Belle Lenzn or Samantha DiGennaro, both of
Optimedia International Inc., +1-212-966-9525
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