BOSTON AGENCY TO TROT OUT SHOE CAMPAIGN
By Adnews Staff
Boston-based agency Pagano Schenck & Kay will begin a North American branding campaign next year for the Dexter Shoe Company of Dexter, Maine. The campaign is being launched this month in Europe and South America. In Canada, it will use print, outdoor and point-of-purchase materials. PSK handled all of the creative and will also execute the media buy in Canada. The campaign has already been launched in footwear trade magazines, first appearing in October. In addition to the campaign, Dexter has launched a new Web site to encourage consumers worldwide to 'visit' Dexter, Maine. Dexter has been in the shoe manufacturing business since 1956. In addition to Dexter, PSK represents such clients as Danskin Inc., Data General Corporation and Blue Cross and Blue Shield of Rhode Island.