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JWT Scores Fall Retail Push

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NEW YORK Macy's has awarded creative duties on its fall campaign to roster shop JWT after a review, the client confirmed.

A handful of smaller, creatively driven shops also pursued the business, said sources. Those agencies could not immediately be determined.

JWT referred calls to the client, which said, in a statement: "We have spent the past month speaking with agencies about our fall 2007 creative. While we have seen some extremely good work from the agencies in the review, at this time we will continue to work with JWT in New York."

Macy's launched the review with an eye toward adding another agency to the roster [Adweek, Jan. 29]. In the end, however, the company bought a concept pitched by JWT, a client representative said. The fall effort is expected to break in September.

WPP Group's JWT landed on the Macy's roster in early 2006. The agency's Chicago office initially handled the business, launching the "Dancing in the Streets" campaign in September. In November, the account shifted to JWT in New York, which produced spring ads.

Past billings on the business, estimated at $20 million, are expected to grow with the new assignment.

Anne MacDonald, president of corporate marketing and CMO, and Brad Jakeman, evp for creative strategies, led the review process.

Macy's, a division of Federated Department Stores, last year spent more than $775 million in major measured media, according to TNS Media Intelligence, but that includes promotional and regional ads that are created in-house.

Past national brand image efforts have been backed by about $80 million in annual media spending.