Advertising Firm Crispin Appointed as DSW's Creative Agency for Exclusive Representation
Designer Shoe Warehouse (DSW) has chosen Crispin as its fresh, new creative partner, the agency announced exclusively to ADWEEK.
Crispin is set to collaborate with DSW's in-house team, taking charge of brand strategy, visual identity, and integrated marketing, aiming to revamp DSW's image for the contemporary consumer. This strategic collaboration aligns with the companies' shared vision, as stated by both parties.
Until now, DSW hadn't designated a creative agency of record (AOR). Instead, the retailer had worked with several agencies for specialized tasks, according to DSW's Chief Marketing Officer (CMO), Sarah Crockett.
The new partnership builds on a partnership initiated between Crispin and DSW in September, when the agency assumed social media responsibilities for the brand.
Though Crockett declined to reveal the account's billings, COMvergence estimated annual media billings at $33 million.
The Selection Process
The competitive review process involved nine contenders and began in August, just two months after Crockett took the helm at DSW.
Crispin's Strategic Role
Crispin will spearhead a creative overhaul for DSW, focusing on designing innovative marketing strategies to engage with a diverse audience. This revamp incorporates a blend of reminiscent aesthetics with modern trends, aiming to attract new demographics while maintaining the loyalty of existing customers.
As DSW undergoes a brand refresh under CMO Sarah Crockett, Crispin plays a vital role in aligning marketing efforts with the company's mission of inspiring self-expression through fashionable footwear and accessories.
With its expertise in creating impactful campaigns, Crispin is anticipated to craft marketing strategies that vault DSW's online and offline presence, capitalizing on its robust digital commerce business and extensive retail network.
Evolving DSW's Positioning
The collaboration aims to bolster DSW's connection with modern consumers by creating marketing campaigns that resonate with contemporary lifestyle trends. This includes leveraging social media, digital platforms, and influencer collaborations to forge a stronger brand identity.
DSW's diverse brand portfolio (encompassing Crown Vintage, Hush Puppies, Jessica Simpson, and more) offers Crispin an opportunity to develop tailored campaigns that emphasize each brand's unique allure for distinct consumer segments.
By stressing DSW's omnichannel retail capabilities, Crispin can help create effortless shopping experiences across online and offline channels, catering to consumers' evolving preferences for convenience and adaptability.
- DSW, in a bid to modernize its brand appeal, has appointed Crispin as its new creative agency of record, with the goal of revamping its image for the contemporary consumer.
- Crispin will collaborate with DSW's in-house team, handling brand strategy, visual identity, and integrated marketing, as part of a strategic collaboration both parties share.
- The calculation for DSW's account's billings with Crispin, according to DSW's CMO, Sarah Crockett, has not been disclosed, but COMvergence estimated annual media billings at $33 million.
- In order to engage with a diverse audience, Crispin will spearhead a creative overhaul for DSW, blending reminiscent aesthetics with modern trends, and incorporating social media, digital platforms, and influencer collaborations to forge a stronger brand identity.
- Taking on a significant role in DSW's ongoing brand refresh under CMO Sarah Crockett, Crispin is anticipated to craft marketing strategies that boost DSW's online and offline presence, capitalizing on the company's robust digital commerce business and extensive retail network.
