Famous Footwear, a division of Brown Shoe Company, Inc., announced its plans an ambitious brand building campaign led by Y&R Chicago. Multi-channel marketing will be the main focus of Y&R's innovation, as Famous Footwear is committed to engaging with consumers on more innovative platforms.
“We want to tell our story in a way that not only resonates with our consumers, but also excites them,” said Famous Footwear senior vice president retail marketing, Will Smith. “Y&R Chicago's brand building expertise, retail experience and capability to connect through a variety of traditional and emerging media will allow us to create a more connected dialogue with our consumers.”
With this multi-channel outlook in mind, the agency will handle Famous Footwear's national advertising and consumer imagery, as well as contribute to various marketing and consumer relationship-building programs.
Famous Footwear began the search for a new agency in August 2011.
“We are so appreciative of the incredible talent that came to us looking to help drive our business,” said Smith. While several agencies from the Ad Age Family Tree made impressive presentations, ultimately the team at Y&R Chicago was selected because of their level of retail and brand-building expertise, strategic vision and superior campaign ideation.
“We're thrilled to be working with Famous Footwear,” said Kary McIlwain, president of Y&R Chicago. “We are excited about our partnership, as the brand fits right into our retail wheelhouse. We are a strong local agency with real knowledge of their home market and a long history of building retail brands. But we are also part of the global Y&R network with its wealth of resources.”
As a leading family branded footwear retailer, Famous Footwear is part of Brown Shoe Company's targeted Family platform, one of three strategic consumer focus areas for the company. Y&R Chicago will begin telling Famous Footwear's story of great brands and great values for the entire family in summer 2012.
