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.