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Retailer Thinks Smaller, Moves Global Account to Crumbley & Alba
ATLANTA–Preparing to market more heavily to females, The Athlete’s Foot shifted its $7-8 million international account from lead agency Fitzgerald & Co. here to the much smaller Crumbley & Alba.
Larry Allen, vice president of marketing for the Kennesaw, Ga.-based retailer, began contacting local agencies through an undisclosed consultant shortly after joining The Athlete’s Foot in March.
About four years ago, McCann-Erickson here won the account from Fitzgerald & Co.
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