Famous Footwear Selects The Richards Group as Agency of Record

Written by AdChat DFW

Following a national review, Famous Footwear selected The Richards Group, the largest independent brand-building shop in the country, as its agency of record. The scope of work includes brand strategy, digital and social strategy, and creative.

The Richards Group will be collaborating with Famous Footwear’s internal and other external resources. “The Richards Group checked off every item on our list in searching for an agency partner,” Famous Footwear CMO Will Smith said. “We were looking for complete cross-platform integration, outstanding creative chops, and strong strategic insights. The Richards Group delivers on all these elements. But one of the things we appreciated the most was their ability to listen. That told us they would be a highly collaborative partner as we move the business forward.”

Stephanie Vander Linden, The Richards Group principal who will lead the Famous Footwear business, said, “We got to know their business as well as we could during the review process, and the briefing they provided us early on was invaluable as we approached the final assignment. Working with Famous Footwear to find the heart of the brand showed us how well our teams would work together. If that wasn’t motivation enough, we look out the window every day and see a Famous Footwear store across the street. We want to be part of their success.” The agency’s first effort on behalf of Famous Footwear will be during the important back-to-school period.

About The Richards Group
The Richards Group, located in Dallas, is the largest independent brand-building shop in the nation. Clients include the brands of Cardinal Health, Chick-fil-A, Dr Pepper Snapple Group, GameStop, The Home Depot, Motel 6, Orkin, Ram Trucks, The Salvation Army, Sub-Zero, and Wolf. Total billings for the agency were $1.39 billion in 2015. The Richards Group can be found at or on Twitter, @RichardsGroup.

About Famous Footwear 
Famous Footwear is a leading, easy-to-shop footwear destination featuring brand-name merchandise for women, men and children, making it a one-stop shop for the entire family. Shoppers can access Famous Footwear’s loyalty program and vast style selection in-store to meet their family’s footwear needs. Famous Footwear has more than 1,000 stores nationwide as well as an e-commerce site, The chain offers consumers more than 100 nationally recognized brands through its retail stores and website, including Nike, Vans, Converse, Sperry, Skechers, adidas, Naturalizer, Steve Madden, madden girl, Franco Sarto, New Balance, Roxy, Circus by Sam Edelman and Carlos by Carlos Santana. Famous Footwear is also a proud national partner of the March of Dimes. For more information, visit

About Caleres
Caleres is a diverse portfolio of global footwear brands that fit people’s lives: Family, Healthy Living and Contemporary Fashion. Our products are available virtually everywhere – in the over 1,200 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. Famous Footwear and serve as our Family brands. Our Contemporary Fashion brands include Sam Edelman, Franco Sarto, Vince, Via Spiga, Diane von Furstenberg, Fergie Footwear and Carlos Santana. Naturalizer, Dr. Scholl’s, LifeStride, Bzees and Rykä represent our Healthy Living brands. Combined, these brands help make Caleres a company with both a legacy and a mission. Our legacy is our more than 130 years of craftsmanship, our passion for fit and our business savvy, while our mission is to continue to inspire people to feel good … feet first. Visit to learn more about us.

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AdChat DFW

Promoting Agencies, Marketing, Production and Film in Dallas-Ft. Worth