The Payless RFP notes that the advertiser "has

The Payless RFP notes that the advertiser “has moved away from a discount mass merchant approach and adopted a merchandising strategy of current fashion-at-a-value to offer today’s fashions today. Going forward, Payless wants marketing and advertising that will make the consumer feel proud of shopping at Payless, thereby increasing her Payless purchases, and to generate new customer interest in shopping at Payless.” The three finalists were asked to develop what for a retailer review is the almost-obligatory back-to-school campaign.