Collective Brands, the US footwear company, has appointed Optimedia to handle media planning and buying on its $90 million Payless ShoeSource and Stride Rite accounts.
The Publicis Groupe-owned operation was given the nod after a pitch against Omnicom's PHD and Spark Communications, a division of Starcom MediaVest.
Antony Young, the Optimedia president, said: "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."
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Consumers are so well-informed by their online research they no longer feel a need to visit car showrooms, which is a problem for Audi.
Promoted
Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).
