NEW YORK Collective Brands has begun a review for the media portion of its estimated $95 million ad account after splitting with WPP Group’s Mediaedge:cia, the client said today.
Collective’s brands include Payless ShoeSource, Stride-Rite, Keds and Sperry. The client spent $95 million in measured media in 2006 and $85 million in the first 11 months of 2007, according to Nielsen Monitor-Plus. Creative duties on the brands, handled by various shops, are not in play, the client said.
New York-based search consultant Joanne Davis has been hired to run the review.
Questionnaires went out to “a handful and a half” of holding company and major independent media shops on Monday, Davis said. The process is expected wrap up by early April, she said.
MEC said a failure to come to terms on a new contract prompted the split; the client did not provide a reason the relationship is ending after five years.
“This has been a productive partnership, however we have been unable to reach acceptable financial terms,” said Lee Doyle, MEC’s North American CEO, in a statement.