Famous Footwear Shifts Media Business

New agency succeeds Spark Communications

About a year after changing creative agencies, Famous Footwear has found a new shop for media planning and buying.

Empower MediaMarketing landed the media assignment after a review. The retailer typically spends more than $30 million on media each year.

The other contenders were not disclosed. Empower, an independent agency that's based in Cincinnati, succeeds Publicis Groupe's Spark Communications on the business. 

In late 2011, Famous Footwear hired the Chicago office of Young & Rubicam as its lead creative agency after a review. Y&R succeeded Campbell Mithun, which did not participate in the process.

Y&R subsequently launched a campaign around the theme of “Victory is yours” that continues today.

Famous Footwear media manager Amy Rose cited the ever-changing landscape of paid, owned and earned media as a key reason for the search that led to Empower. The retailer has more than 1,100 outlets in the U.S. and is a division of the Brown Shoe Co. in St. Louis.

Empower's other accounts include U.S. Bank, Meijer grocery stores, Isotoner gloves and LasikPlus.

In 2011, Famous Footwear spent more than $32 million in media, up slightly from about $30 million in 2010, according to Nielsen. In the first nine months of 2012, media spending exceeded $12 million. Those figures do not include online spending.