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Pitch won by: Richard Group


Pitch

PITCH

Creativity

TargetSUMMARY | About this pitch

Following a national review, Famous Footwear selected The Richards Group, the largest independent brand-building shop in the country, as its agency of record. The scope of work includes brand strategy, digital and social strategy, and creative.

The Richards Group will be collaborating with Famous Footwear’s internal and other external resources. “The Richards Group checked off every item on our list in searching for an agency partner,” Famous Footwear CMO Will Smith said. “We were looking for complete cross-platform integration, outstanding creative chops, and strong strategic insights. The Richards Group delivers on all these elements. But one of the things we appreciated the most was their ability to listen. That told us they would be a highly collaborative partner as we move the business forward.”

Stephanie Vander Linden, The Richards Group principal who will lead the Famous Footwear business, said, “We got to know their business as well as we could during the review process, and the briefing they provided us early on was invaluable as we approached the final assignment. Working with Famous Footwear to find the heart of the brand showed us how well our teams would work together. If that wasn’t motivation enough, we look out the window every day and see a Famous Footwear store across the street. We want to be part of their success.” The agency’s first effort on behalf of Famous Footwear will be during the important back-to-school period.

Client CLIENT | Famous Footwear's Customer Analysis


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