Optimedia wins Payless, Stride Rite brands


Optimedia (part of Publicis Groupe) has been named media AOR for the Payless and Stride Rite brands, after a competitive pitch. Optimedia bested a number of agencies, including PHD, Spark Communications and MediaVest. TNS puts Payless 2007 spending at around 89M (not including Canada), and 2008 promises to be even more active.

Optimedia will be responsible for 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, Keds, Saucony and Sperry Top-Sider.

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 AOR for Payless in Puerto Rico.