How indie agency Within won over Foot Locker as its AOR for North America

Performance branding company Within in March was named media agency of record for North America for Foot Locker — beating out the retailer’s incumbent digital media agency at holding company Dentsu.

The 10-year-old independent agency will handle all digital media buying and planning, reporting and optimization for the core Foot Locker brand as well as Champs Sports and Kids Foot Locker.

CEO Joe Yakuel said its success with current clients including The North Face and Rite Aid and previous work running digital media for Nike helped win over the new business despite the agency’s smaller size and resources compared to a holding company. Marketing at larger agencies is often focused on short-term revenue and siloed programs, Yakuel said.

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