Shoe Carnival chooses 22squared as AOR

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Retail chain Shoe Carnival has selected 22squared as its agency of record, following a two-month review process.

Shoe Carnival chose 22squared to replace its existing agency Adamson Advertising after looking at two others, including C-K. The new agency will work with the retailer to create a multichannel advertising campaign around the shoe brand.

“Rather than just creating ads, we looked at their business holistically, trying to understand the in-store experience,” said Kevin Keith, SVP & director of brand development at 22squared.

Shoe Carnival operates 298 footwear stores in more than 25 states and expects to continue to grow its presence in 2008.

The advertising win comes with a $25 million budget and will focus on the back-to-school season, launching in August. It will include TV, print, online as well as in-store and out-of-home advertising.

“The campaign begins with the store and move outwards,” Keith said.

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