Mediacom wins Aldo Group

The account is worth an estimated $20 million in billings.

GroupM shop Mediacom has become the new agency of record for footwear and accessory retailer Aldo Group.

A source familiar with the matter confirmed to MiC that Mediacom will handle North American and European business for the group. The Aldo Group account, which encompasses the brands Aldo, Globo and Call it Spring, is worth an estimated $20 million in billings.

While Aldo Group has some franchised stores outside of North America and Europe, the source said the vast majority of the company’s business is in those markets, which Mediacom will handle.

Former Aldo brands include Little Burgundy (which was acquired by U.S. giant Genesco in 2015) and Feetfirst.

Recent focuses for Aldo include upgrading its e-commerce operations (as of 2017, Aldo reported that its online sales grew 15% year-over-year, versus a 5% increase in-store) and reaching a more fashion-forward consumer through brand messaging focused on individuality and self-expression.

The incumbent for the account was Dentsu Aegis Network’s iProspect.

Representatives for Aldo Group did not respond to requests for comment.