Famous Footwear Taps Campbell Mithun as Agency, Appoints CMO

Willie Smith to Lead Marketing for 1,100-Store Chain

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NEW YORK (AdAge.com) -- The 1,100-store Famous Footwear chain today named Minneapolis-based Campbell Mithun as its creative agency and, at the same time, tapped Willie Smith as its senior VP-marketing.

Mr. Smith, a veteran of Steve & Barry's and Liz Claiborne, replaces Scott Cooper, who resigned in April. Campbell Mithun, meanwhile, replaces Madison, Wis.-based Hiebing, the prior agency on Famous Footwear, which is owned by Brown Shoe Co.

"Will brings a proven track record of success in marketing footwear brands and a keen understanding of the shoppers Famous Footwear serves," Joe Wood, president of the shoe chain, said in a release. "Likewise, Campbell Mithun excels at creating innovative campaigns that speak to consumers on an emotional level."

Measured media spending at Famous Footwear, which added 110 stores last year, has been steadily rising, according to figures from TNS Media Intelligence. In 2007, ad spending for the St. Louis-based retailer jumped 20% to $20 million.

Mr. Wood said that today's appointments will enable Famous Footwear to build on its marketing-communications program. "With this new team in place, Famous Footwear will expand the reach of our communications campaigns and excite even more shoe enthusiasts to visit our stores," he said.

Campbell Mithun's first work for the retailer will be for the all-important back-to-school period, a spokeswoman for Famous Footwear said.
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