• by Larissa Faw , January 11, 2019

Shoe Carnival is consolidating its advertising assignments at McCann.

The IPG-owned agency network is forming a specialty unit to oversee the various duties, led by a McCann Detroit-based team. It will include specialty agencies Compass Point Media, Casanova (Hispanic strategy, media and creative), MRM//McCann (digital strategy and technology) and Chase (Momentum’s Shopper Strategy division).

This new partnership coincides with the retailer’s implementation of a multi-year customer relationship management (CRM) program that seeks to build a stronger relationship with its customers by creating "one-to-one" relationships with them.

This new approach is designed to touch nearly every aspect of the company, ranging from where it will open new stores to better placing ads to reach likely buyers. 

“The vision and ambition laid out by Shoe Carnival’s leadership has been inspiring, and — for us — retail is an area of passion and expertise," stated James Ward, president, McCann Detroit.

Mark Worden, Shoe Carnival’s Chief Strategy and Marketing Officer, adds this partnership is part of the retailer's "ambitious strategic brand and customer-centric initiatives to expand Shoe Carnival’s relationships with customers." 

Shoe Carnival spent $8.48 million on advertising during the first six months of 2018. The retailer's full 2017 ad budget was $9.1 million, according to Kantar Media. 

Shoe Carnival's recent creative was developed by 22squared and typically relied on social media influencer Zach King to promote its stores.