TOWN SHOES RETAINS GENESIS MEDIA
By Adnews Staff
Town Shoes of Toronto has hired Genesis Media, also based in Toronto, to handle media planning, media buying, database marketing, geo-marketing and distribution management for its two retail chains, Town Shoes and The Shoe Company. Previously, the media planning and buying account was held by Carat, while distribution was assigned to First Avenue. According to Genesis, the two chains spent approximately $3 million in 2004. "We screened seven very good agencies and narrowed that down to three firms for an in-depth interview process," said Town Shoes CEO Alan Simpson. "In the end, Genesis' skill for data analytics and geo-marketing, coupled with their strategic planning and distribution management experience, won the day." Three divisions of the agency will work on the account. The Channel Management Group will handle planning, account management, execution, and investment accountability. The ROI Media Solutions Group will work on database analytics, geo-marketing and vendor alignments. The MCG Group will look after brand, propensity, and performance tracking.