$60 Mil. Payless Goes to M/W

CHICAGO Payless ShoeSource has awarded creative duties on its $60 million advertising account to Omnicom Group’s Martin/Williams after a review, the client confirmed.

The Minneapolis-based shop outpaced independent Cramer-Krasselt in Chicago and Publicis Groupe’s Saatchi & Saatchi in New York. The assignment includes media planning and creative for the company’s broadcast advertising in the U.S. and Canada.

“All the agencies in the final phase of our review did a fantastic job providing strategic insight and compelling creative to take the Payless brand to the next level,” said Jack Guze, chief marketing officer of the Topeka, Kan., client. in a statement.

The finalists were asked to present back-to-school campaign ideas in a review run by New York-based consultant Joanne Davis.

The creative incumbent, Barkley Evergreen & Partners, a Kansas City, Mo., independent, did not participate.

Media duties, which are handled by WPP Group’s Mediaedge:cia in New York, and Hispanic duties, handled by Publicis Groupe’s Bromley Communications in Dallas, were not affected by the review.