The Shoe Fits: DSW Brings on 360i

Agency Will Handle Both Traditional And Digital Media For Retailer

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DSW's Stylish Steps to Success campaign in Spring 2016
DSW's Stylish Steps to Success campaign in Spring 2016 Credit: DSW

DSW has hired 360i to handle its media account, including traditional and digital media planning and buying and analytics, according to people with knowledge of the matter.

MediaCom has worked on the account for the last two years. Representatives from MediaCom and DSW were not immediately available for comment; 360i referred calls to DSW.

360i, traditionally known for its digital chops, has been increasingly taking on the lead agency role for clients, such as Nestea and Pernod Ricard's Kahlúa and Malibu brands. The Dentsu Aegis Network shop, which was No. 7 on Ad Age's 2016 A-List, was also named lead digital media agency for Lord & Taylor, Ralph Lauren and LongHorn Steakhouse last year.

On the creative side, DSW worked with New York City-based Translation this year. In April, the brand aired a spot encouraging consumers to do something wild, and featured men and women walking a tightrope in their shoes. The chain has also been pushing digital marketing initiatives in recent months in order to reengage former customers, while also targeting loyalty members with more compelling deals, executives have said on conference calls. Last year, Exec VP Carrie McDermott was appointed head of marketing.

As sales have grown, the Columbus, Ohio-based retailer, which generated $2.6 billion in sales last year, has been increasing its marketing dollars. Last year DSW spent $43.4 million on measured media in the U.S., up from $29.1 million in 2014, according to Kantar Media.

As consumers gravitate online for their shopping, traditional brick-and-mortar brands like DSW have had to step up their digital game in order to compete with the likes of Amazon and its Zappos brand. In January, the shoe retailer, which opened its first store in 1991, appointed Roger Rawlins, a 10-year company veteran, as chief executive and tasked him with improving DSW's digital offerings. In recent months, he's optimized the distribution supply chain to improve delivery to online customers.

DSW is also boosting its physical retail offerings. In July, the chain expanded its kids division to more than 200 of its 481 stores.

For the quarter ended May 2, the most recent available, DSW reported sales of $681 million, a 3.9% increase over the year-earlier period, and net income of $30 million. The company is expected to report its third-quarter results on Aug. 30.

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