PAYLESS SHOES STARTS SEARCH FOR NEW AD AGENCY

Incumbent Was Barkley Evergreen

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NEW YORK (AdAge.com) -- Payless ShoeSource announced it launched a search for a new ad agency to replace Barkley Evergreen & Partners, Kansas City, on its creative advertising account.

The media portion of the account and the Hispanic and international assignments are not affected by the review, which is being conducted by Joanne Davis Consulting. The review is closed; and is expected to be completed and new advertising done for the fall season.

Faced with competition from Wal-Mart Stores for price-conscious shoe shoppers, Payless began a repositioning focused on fashion in 2002 that featured talk-show host and shoe diva Star Jones. The retailer also introduced a exclusive lines of athletic footwear, including a line endorsed by basketball star Shaquille O'Neal.

Payless spent $62 million in 2003 and $27.3 million in January through July of 2004, according to TNS Media Intelligence/CMR.

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