For the past four years, TripleInk parent company, Martin¦Williams Advertising, has been creating exciting campaigns for Payless that have set the brand apart from the gaggle of other affordable fashion advertisers. For the past four months, TripleInk has transcreated the Payless TV and radio campaigns for the U.S. Hispanic market.
“By working closely with the Martin¦Williams creative team, we are able to approach the general market and the Hispanic market in a more holistic way,” says Sandra Gengler, Director of Client Services at TripleInk and account supervisor for Payless. “Yet, our transcreations are sensitive to the cultural preferences of their Latina audiences in the United States and Puerto Rico. We have the ability to develop in-language messages that really appeal to Spanish-speaking Payless customers.”
TripleInk handles Spanish TV and radio as well as some in-store advertising for Payless ShoeSource.
About Payless & Collective Brands, Inc.
Payless ShoeSource, Inc., a unit of Collective Brands, Inc., is the largest specialty family footwear retailer in the Western Hemisphere and is dedicated to democratizing fashion and design in footwear and accessories for all to enjoy. Payless offers customers a range of well-recognized brands such as Dexter®, Airwalk®, Champion®, Above the Rim® and Smart Fit®, as well as designer labels by Christian Siriano, Lela Rose, Isabel Toledo and Silvia Tcherassi. As of the end of the first quarter 2011, the company operated nearly 4,500 stores throughout the Americas and an online store (www.Payless.com) and also has nearly 80 franchised stores located in Asia, Eastern Europe and the Middle East.
About TripleInk
TripleInk is a multilingual marketing communications agency that works across languages, cultures and borders to provide insightful strategies, meaningful translations and effective transcreations to companies who want to reach US ethnic and international markets. With a multinational client services team in Minneapolis and a worldwide network of independent creative, linguistic and technical communications professionals, TripleInk has a virtual global footprint. They produce materials in all media, from audio-visual and print to interactive. The agency is an operating company of Martin|Williams, Inc., which belongs to the Omnicom Group.
To find out more about TripleInk, please contact Christa Tiefenbacher-Hudson, Managing Director, at 612.342.9790, or email us.