Shoe Retailer Selects Van Winkle

A pair of radio commercials that Van Winkle & Associates created for Off Broadway Shoe Warehouse here has paid dividends. The retailer has handed its $3 million account to the Atlanta shop without a review. There was no incumbent.

“We were at a point where we needed to take the next step,” said client CEO John Shannon. “Van Winkle & Associates took the time to understand our business and work with us in a timely and flexible manner. They have a results-oriented philosophy that fit well within our corporate culture.”

The agency will handle strategic planning, creative and media placement. A print and radio campaign, developed around VW&A’s earlier scripts, will launch next month, said agency president Alex Van Winkle.

The 20-year-old merchant competes with low-price stores such as DSW Shoe Warehouse and its parent, Rack Room Shoes of Charlotte, N.C.

“[OBSW’s] edge is that they have a better product in terms of more current styles,” said Van Winkle.

New radio spots shift positioning away from low prices and wide selection to target the “addicted shoe shopper,” someone who buys three or four pairs at a time.

“Shoe shopping can be fun, rewarding and comforting,” said Van Winkle. “That’s how shoe people see it.”

Newspaper ads tagged “All the right reasons” will run in the Los Angeles Times, The Miami Herald, The Atlanta Journal-Constitution and The Washington Post.

The client has stores in Florida, Georgia, Virginia, North Carolina, Tennessee, New Hampshire, Massachusetts and California.