Famous Footwear appointed The Richards Group as its new agency of record, following a review. The Dallas-based independent agency will be tasked with creative, brand strategy, digital and social strategy.
“The Richards Group checked off every item on our list in searching for an agency partner,” Famous Footwear CMO Will Smith said. “We were looking for complete cross-platform integration, outstanding creative chops, and strong strategic insights. The Richards Group delivers on all these elements. But one of the things we appreciated the most was their ability to listen. That told us they would be a highly collaborative partner as we move the business forward.”
Y&R Chicago had held creative duties since 2011, following Famous Footwear ending its relationship with Campbell Mithun after more than three years and subsequently launching a review. It is unclear if Y&R participated in the review.
“We got to know their business as well as we could during the review process, and the briefing they provided us early on was invaluable as we approached the final assignment,” said The Richards Group principal Stephanie Vander Linden, who will lead the Famous Footwear business. “Working with Famous Footwear to find the heart of the brand showed us how well our teams would work together. If that wasn’t motivation enough, we look out the window every day and see a Famous Footwear store across the street. We want to be part of their success.”
The Richards Group’s first work for the brand is expected to run for back-to-school season later this summer.