DSW Names MediaCom to Handle Growing Media Account

Footwear Retailer Plans to Boost Marketing Budget in Second Half

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DSW CMO Kelly Cook
DSW CMO Kelly Cook

DSW has tapped MediaCom to handle its media account.

MediaCom picked up media strategy, buying and planning for the retailer's U.S. business after a review, according to people familiar with the process.

MDC Partners' RJ Palmer, which merged with sibling agency Targetcast in March to form Assembly, had handled the account.

DSW confirmed the new relationship but declined to comment further. Assembly did not respond to requests for comment. MediaCom declined to comment.

DSW is growing rapidly, with 410 stores in the U.S. and Puerto Rico, in addition to the recent acquisition of Town Shoes Limited, a Canadian retailer.

As the retailer grows, its media budget is also expanding. DSW reported $56 million in marketing expenses last year, up 10% from 2011, according to its annual report. Last year the retailer reported a 5% uptick in sales to $2.4 billion.

During the retailer's most recent earnings call with analysts, CEO Michael MacDonald said DSW planned to "beef up" its marketing spend in the second half of the year. It has been focusing on clearer messaging in general and better communicating its value proposition through direct marketing in particular.

DSW in March promoted Kelly Cook to CMO from VP-customer strategy and engagement.

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