Macy’s Touts National Scope

CHICAGO Macy’s uses a re-creation of the Martha Reeves and the Vandellas hit Dancing in the Streets in ads designed to reposition the company as a national retail brand.

The effort coincides with Federated Department Stores’ ongoing conversion of 400 retail locations that had been under different names (such as Filene’s and Marshall Field’s) to Macy’s, giving the chain a nationwide footprint.

The spots depict young, multicultural, Macy’s-clad consumers dancing through their daily lives against a backdrop of city skylines (including New York, St. Louis, Chicago and Los Angeles). Macy’s signature red color scheme and the star on its bag are prominently featured.

“Now wherever you are, there’s a Macy’s near you,” a voiceover says. The company’s familiar tagline, “Way to shop,” remains.

Said Anne MacDonald, the company’s chief marketing officer, “Our advertising will drive home the message that Macy’s has the latest fashions, an exciting shopping experience and values.”

In addition to TV, the campaign includes print in local and national publications, as well as radio, outdoor and online advertising. The company will also send a 54-page catalog to 3.8 million customers in its new markets.

WPP Group’s JWT in Chicago is handling the launch assignment, with Hispanic efforts crafted by Latinvox in New York. Publicis Groupe’s Starcom handles the Cincinnati-based client’s national media duties.

Spending for the latest campaign was not disclosed. The company spent nearly $550 million on all U.S. advertising last year, according to TNS Media Intelligence. Roughly $85 million was spent on TV, with the lion’s share of the budget backing newspaper promotions.