Shoe Account Goes On Parade

Chain Considering 4 Kansas City Agencies
CHICAGO–Parade of Shoes, a division of Payless ShoeSource, has contacted four Kansas City, Mo., agencies regarding creative responsibilities on its $2 million account, according to sources.
Believed to be the contenders for the Topeka, Kan.-based company’s account are Barkley, Evergreen & Partners, Bernstein-Rein Advertising, Muller + Co. and Valentine-Radford, sources said. The company is expected to select two finalists before making a decision, these sources said.
Officials at the agencies either declined comment or referred calls to the client. Parade of Shoes officials declined to comment.
Parade of Shoes was opened in 1985 as a regional women’s discount footwear chain. The company targets women 18-34, selling private-label leather dress and casual shoes and boots.
Payless acquired Parade of Shoes as a separate division last year. Parade currently operates 184 stores in 14 states, mostly in the Eastern U.S., but Payless plans to expand the division into an 800-store nationwide chain.
Creative duties for Parade of Shoes had been handled by Callahan Creek, also in Topeka, but the agency resigned the account for unspecified reasons about a month ago. Media duties are handled by Foote, Cone & Belding, Chicago, which is also Payless’ agency. But Parade’s media planning and buying duties may be consolidated with the winning shop, sources said.
Parade spent $2 million on advertising last year, according to Competitive Media Reporting. Spending could hit $4 million next year, sources said.