Leading discount shoe retailer Payless Shoesource has appointed a new agency team after a competitive review of retail specialists. IdeaWorks will now lead creative responsibilities in partnership with TMS driving smart media solutions and PPR Style Counsel providing a fresh voice for the brand again.
Payless Shoesource MD Mark Jeffery said he was looking forward to going to market this year with an entirely new product offering and highly targeted approach to re-engaging value conscious women. “We were impressed by the passion, thinking and calibre of talent across the new agency team. And believe this team is the right mix for effectively telling our new fashion story in 2014.”
IdeaWorks Chairman, Jon Bird, said the agency was delighted. “We see amazing potential in the US-backed Payless brand and are delighted to be engaged to help drive a new trajectory for the business.”
Saurin Worthington, Executive Business Director TMS Group, “We’re thrilled to be working with Payless in this competitive retail environment and look forward to this exciting journey ahead.”
And PPR Style Counsel’s Effie Young is excited to be working with the Payless team as, “together we’ll transform the brand into a fashion footwear destination like no other in Australia.”
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The team will commence work immediately for a campaign kick-off early this year.