Mediaedge: CIA Wins Payless

LOS ANGELES — WPP Group’s Mediaedge: CIA, New York, has won the estimated $50 million PaylessShoeSource media planning and buying business, sources said.

Mediaedge: CIA officials were not available for comment.

It’s the first win for the agency since WPP purchased Tempus Group late last year and merged The Media Edge with Tempus network CIA.

Barkley, Evergreen & Partners, Kansas City, which handled planning and print buying for Payless, did not participate in the review. Starlink, Chicago, a division of Starcom MediaVest Group that had handled some project work for the client did participate.

Also contending for the Topeka, Kan.-based client’s account were Aegis Group’s Carat, also Chicago; Cash Plus, Minneapolis; and Grey Global Group’s MediaCom, New York.