Famous Footwear Selects Yard NYC and THE MAYOR as Creative Agencies of Record
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Published 05.15.2024
Topic
Creative
The Nashville- and NYC- based agencies will divide duties for the national footwear brand
St. Louis, MO – May 7, 2024 – Caleres, the market-leading portfolio of consumer-driven footwear brands, has selected independent agencies Yard NYC and THE MAYOR and as agencies of record following a competitive review.
Working closely together on key aspects of the business, both agencies will also be individually responsible for specific creative priorities. For the Back-to-School/Fall season, Yard NYC will lead the brand marketing evolution of Famous Footwear’s platform and the way in which the brand comes to life in store, while THE MAYOR will lead video, experiential and cultural activations.
“During the review process, we were immediately drawn to both independent agencies’ creative capabilities, individual strengths, and passion,” said Holly Campbell, Senior Vice President Marketing and Creative at Famous Footwear. “Yard’s fashion expertise and great track record advancing retail brands tied with THE MAYOR’s innate ability to make work that breaks through was the perfect combination to take our brand to the next level.”
The agencies are collaborating on bringing a new brand tone and strategy. The work will debut timed with Back-to-School with additional activations and campaigns continuing to roll out through the rest of 2024.
“The retail category is extremely crowded and changing minute-by-minute, so it’s more important than ever to make work that gets noticed,” said Tom Hamling, Founder and CCO of THE MAYOR. “We can’t wait to work with the amazing people at Famous Footwear who want us to do what we do best: make work that makes culture.”
“To cut through today, brands need to build emotional connections with consumers,” said Ruth Bernstein, Co- Founder and CEO of YARD NYC. “With a store in every neighborhood and great style for every family, Famous is poised to connect in a powerful new way. It’s been a pleasure to get to know such a great team and collaborate on this next great chapter.”
About Caleres
Caleres is a market-leading portfolio of global footwear brands that includes Famous Footwear, Sam Edelman, Allen Edmonds, Naturalizer and Vionic. Our products are available virtually everywhere – in the nearly 1,000 retail stores we operate, in hundreds of major department and specialty stores, on our branded e-commerce sites, and on many additional third-party retail websites. Combined, these brands make Caleres a company with both a legacy and a mission. Our legacy is our more than 140 years of craftsmanship and our passion for fit, while our mission is to continue to inspire people to feel great… feet first. Visit caleres.com to learn more about us.
About Yard NYC
Yard NYC is an independent, female led, creative company that turns brands into beacons of change that move people, businesses and the world.
About THE MAYOR
THE MAYOR is an independent agency that makes brands rich and famous by making work that makes culture.
