Federated and Saks Seek Shops in Separate Reviews

NEW YORK Federated Department Stores and Saks Fifth Avenue in separate searches are each seeking an agency to create broadcast image ads, sources said.

Federated’s review, for its Macy’s brand, is slightly further along than Saks’, with three finalists preparing for final presentations this month. Those shops are Omnicom’s BBDO in New York and nterpublic Group’s Lowe in New York and Campbell-Ewald in Warren, Mich., and they emerged last month from a list of about eight contenders, sources said. The agencies declined comment.

Saks, meanwhile, has briefed at least four undisclosed shops in preparation for creative presentations on May 5-6, according to sources. The winner’s creative concept is expected to be tested, produced and then aired in a spot market this fall. Depending on how the effort tracks, the campaign could roll out nationally after that, a source said. Saks’ search is being steered by director of advertising Debbie Patire, who did not return calls.

The bulk of Macy’s and Saks’ marketing efforts are handled in house. Last year, CMR recorded nearly $390 million in major media spending for Macy’s and about $25 million for Saks.