Payless Still Hasn’t Paid the Agency Behind Its Viral ‘Palessi’ Stunt

DCX spent more than $500,000 on the campaign, sources say

A woman holds Palessi bags.
The work earned millions of impressions on a tiny media budget. Payless

It was a massive success for the Payless chain that led to millions of impressions—nearly all of them earned. It provided the best media hit for Payless since the struggling company emerged as a “rare bankruptcy survivor” several months earlier. It was also Adweek’s most popular story of 2018.

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.