Chicago ad firm lands Macy's account
Pete Prestipino
Chicago to help with its national brand launch this fall, including the
rebranding of the Marshall Field's store in Wauwatosa.
Macy's parent, Federated Department Stores Inc., is in the midst of
converting roughly 375 stores it acquired from May Co. in August that
now operate under a variety of nameplates, including Marshall Field's,
Kaufmann's, Filene's and Famous-Barr.
The 62-store Marshall Field's chain has five stores in Wisconsin,
including one at Mayfair Mall in Wauwatosa.
By fall, all of the former May stores will carry the Macy's nameplate,
creating a coast-to-coast chain of more than 810 Macy's stores. The
launch of the marketing campaign is expected to take place in
September.
As such, Federated will have the freedom to launch single, national
advertising campaigns rather than regional promotions, and is planning
a festive kick-off. JWT was awarded the creative assignment of the
brand launch.
"We saw many wonderful presentations from extremely talented agencies,"
Peter Sachse, president and chief marketing officer of Macy's Corporate
Marketing, said in a press release. "JWT Store stood out from the crowd
in their creative approach and understanding of our business needs."
JWT, which dubs itself the largest advertising agency brand in the
country, employs more than 8,500 people in 300 offices in 87 countries.
Its clients include Smirnoff, Estée Lauder and Rolex.
Federated (NYSE: FD) is based in Cincinnati. In addition to Macy's it
also operates more than 35 Bloomingdale's stores.
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