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U.S. SHOE SPECIALTY GROUP CHOOSES MEDIA THAT WORKS

 CINCINNATI, March 10 /PRNewswire/ -- The U.S. Shoe Corporation has named Cincinnati-based Media That Works (MTW) as media management company for its Women's Specialty Retail Group (WSRG). Initial assignments are for Casual Corner (with 800 outlets the largest member of the Group), Capezio and Pappagallo. Other WSRG businesses are August Max, Petite Sophisticate and Career Image.
 Prior to the selection of MTW most of the creative and media buying duties were handled in-house by WRSG, which is headquartered in Enfield, Conn. And while Media That Works will place all media for the entire Group, creative responsibilities have been divided among several agencies, including Keller Crescent, DeFrancesco and DeLuca, and Jordan, McGrath, Case and Taylor.
 MTW has completed a number of special projects for Casual Corner since 1986, in addition to handling media for other U.S. Shoe divisions such as LensCrafters and Easy Spirit. Eileen Weinert, MTW senior vice president, concedes that prior experience with the category and the parent corporation put MTW in an excellent position when the decision was made to seek the services of an outside media agency. "We have six years of successful history with U.S. Shoe," Weinert said. "Decisions we made during that time helped our clients grow. That kind of performance is what earned us the WSRG account."
 Among the first assignments MTW will tackle on behalf of the WSRG is to prepare a media test scheduled to air this spring. According to Weinert, the test will initially be conducted in a few spot markets and, depending on the results, could lead to a more broad roll out in the fall.
 Projected media billings for U.S. Shoe's WSRG were not disclosed, but unconfirmed estimates peg the budget at least in the tens of millions of dollars annually. WSRG's new relationship with MTW is to take effect immediately.
 Media That Works, which bills over $100 million annually, offers a full range of media services, including strategic media developmn?ational and market-specific media planning and execution, media- supported promotional events, media invoice audits and media training.
 -0- 3/10/93
 /CONTACT: Michael Maul of Wordsworth & Associates, 513-241-4777, for Media That Works/


CO: Media That Works ST: Ohio IN: ADV SU:

BM -- CL003 -- 4793 03/10/93 08:31 EST
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Date:Mar 10, 1993
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