Starlink Helps BE&P on Payless

Barkley Evergreen & Partners has contracted Starcom Worldwide’s StarLink subsidiary to handle media buying duties on Payless ShoeSource’s $80 million account, agency officials said.
The decision was made after the company talked to Starcom USA, SFM Media and incumbent TN Media. Starcom officials suggested StarLink in its presentation, said a BE&P official present at the pitches.
BE&P was awarded creative, promotion and media planning duties on the Topeka, Kan., shoe retailer’s account in November without a review. Most of the account is at the Kansas City, Mo., shop, so using Starlink for media made sense, agency officials said.
BE&P recently began airing its first work for Payless, promoting the company’s Baby’s First Shoe promotion, which promises a free pair of pre-walking shoes to every baby born this year.
Creative for the promotion features a digitally animated stork dropping off a pair of shoes to a newborn. The ad continues the company’s “Doesn’t it feel good?” tagline.
Starlink has lined up 11 partner agencies so far, sources said, including Leo Burnett’s Black Pencil import.
In addition to StarLink, BE&P contracted DLC Integrated Marketing, Miami, to work on Hispanic marketing.
StarLink was established last August as an independent subsidiary of the Starcom Worldwide division of The Leo Group in Chicago.
StarLink, which is based on a model previously used by Western International, was designed to provide media-management services to small and midsized agencies.