Lowe Loses A&P, Lead Macy's Role

Lowe has seen its lead broadcast duties on Macy’s shift to project work and lost its Great Atlantic & Pacific Tea Co. account. Coupled with the previous losses this year of Century 21 and Unilever’s Wisk, the shop has lost an estimated $7-8 million in revenue and will likely have to cut staff, sources said. Macy’s parent, Federated Department Stores, this summer decided to take Lowe off retainer. Revenue is estimated at $4 million. A&P hired Lowe in the spring to handle creative and media for five brands, and revenue was expected to be $1-2 million.