Long Haymes Carr Fits Journeys

Acquires $7 Mil. Marketing Account of Nationwide Shoe Retailer
ATLANTA–Last week, it was fizz. This week, it’s feet.
Following its Virgin Drinks win, Long Haymes Carr has been named the first agency of record for Journeys Shoes. The retail chain, a division of Genesco in Nashville, Tenn., targets 12-22 year olds, has 323 stores nationwide and is planning a major expansion.
“They are the portal to cool to those kids and that means it’s a huge creative opportunity for us,” said Mylene Pollock, LHC chief creative officer. “We can help them make a splash, have some fun with it.”
The Winston-Salem, N.C., shop topped four rivals for the business: BaylessCronin, Atlanta; Lazar, Stricker, Nowack & Partners, New York; and Dye, Van Mol & Lawrence and Image III, both Nashville.
Journeys expects to spend $7 million on marketing, including vendor support. Some $3 million is earmarked for new marketing initiatives. LHC will deliver a television campaign, revamp Journeys’ Web site, and create an in-store magazine and direct mail catalog. The agency also landed all media duties.
“The creative, the personalities, their ability to understand who and what Journeys is all about, they just ‘got it,’ ” said Bret Moore, client vice president of marketing and e-commerce. “I was impressed with [director of account planning] Neil Saunders’ ability to distill a ton of information and come up with the key points.”
Moore said LHC presented four diverse executions, “but each of them in their own right could have been run on the spot.”
“A lot of the creative ideas have huge PR implications,” Pollock said. “We showed them how we can make every media dollar worth a dollar in the press as well.”
New creative will break during the back-to-school period this summer. MTV will be a major medium.
“This is a store that might have Adidas, but not just any Adidas,” said LHC chairman and chief executive officer Steve Zades “They’ll have the white-shelled, toe-capped Adidas because that’s what’s hot in the 12-22 group.”