Macy's Names Starcom as Its National Media Agency

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Pete Prestipino

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Feb 22, 2006, 10:20:56 PM2/22/06

to Chicago Advertising Agencies

NEW YORK--(BUSINESS WIRE)--Feb. 22, 2006--Macy's Corporate Marketing, a
division of Federated Department Stores, Inc. (NYSE:FD)(PCX:FD), today
announced it has completed a national media agency review and has named
Starcom USA of Chicago as the retailer's first national planning and
buying agency, effective immediately.

Starcom's assignment includes more than $200 million a year in media
planning and buying for Macy's television, radio, print, out of home
and internet advertising in the U.S. It was selected from a group of
finalists that also included Initiative and MPG.

"All of the agencies in the final phase of our review did a fantastic
job providing strategic insights and compelling media ideas to take the
Macy's brand to the next level of success on our new national
platform," said Peter Sachse, president of Macy's Corporate Marketing.
"Starcom in particular brought some very exciting concepts to the
table, and we look forward to working with the Starcom team as we
launch Macy's nationwide this fall."

"The team at Starcom USA is excited for this opportunity to help fuel
Macy's business with insightful media strategy and bold activation of
that strategy in the marketplace," said Starcom USA CEO John Muszynski.
"Macy's is a brand with a great heritage and iconic strength, and we
look forward to leveraging the brand and delivering a strong return on
our client's marketing objectives."

Starcom clients include leading global marketers such as the Procter &
Gamble Company, Kellogg's and the Walt Disney Company.