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NEW YORK The Payless ShoeSource and Stride Rite units of Collective Brands have hired Publicis Groupe’s Optimedia to handle media planning and buying following a review.
The contract covers North American general-market and Hispanic duties for Payless as well as chores on Stride Rite brands including Stride Rite, Keds, Saucony and Sperry Top-Sider.
In the U.S. alone, 2007 ad spending for all brands moving to Optimedia exceeded $80 million, with all but approximately $2 million of that outlay supporting Payless, per Nielsen Monitor-Plus.
Incumbent Mediaedge:cia elected not to defend, though its Bravo unit will continue as the buying and planning agency for Payless in Puerto Rico.
Optimedia
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