PreVision Wins Keds Stores Biz

PreVision Marketing has been retained to provide direct marketing and database support to Stride Rite’s Keds division.

PreVision, Lincoln, Mass., was selected for the assignment following a review of undisclosed agencies and will help Keds launch six retail stores this year.

The budget was not disclosed, but sources pegged spending in the seven figures. Keds spent $10 million on ads in 2000, per CMR.

Toth Brand Imaging, Concord, Mass., continues to handle Keds’ media advertising account and is not affected by PreVision’s selection.

“Our focus is on new store openings” and will likely not include image efforts, which have been Toth’s purview, said PreVision principle/co-founder Deirdre Girard.