Keds Retail Dials Up PreVision

BOSTON–PreVision Marketing has been retained to provide direct marketing and database support to Stride Rite’s Keds division.

PreVision, Lincoln, Mass., was selected by the Lexington, Mass. Client for the new assignment following a review of undisclosed agencies and will help Keds launch six new retail stores in 2001.

The budget was not disclosed but sources pegged spending in the mid-seven figures.

Toth Brand Imaging, Concord, Mass., continues to handle Keds media advertising account and is not affected by PreVision’s selection. Keds spent $10 million on ads in 2000, per CMR. “Our focus is on new store openings” and will likely not include image efforts, which have been Toth’s purview, said PreVision official Deirdre Girard.

PreVision is charged with developing and maintaining a retail customer database for Keds along with a targeted communications program for new and existing Keds customers. The first two Keds stores opened in Atlanta at the end of June; two are expected to open in Florida at the end of the summer.

The other two will open by the end of the year in undetermined locations.