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NEW YORK Macy’s has selected three finalists in the review for its $200 million national media assignment, sources said.
Interpublic Group’s Initiative and Havas’ Media Planning Group, both here, and Publicis Groupe’s Starcom in Chicago advanced, according to sources.
Aegis Group’s Carat and Publicis’ ZenithOptimedia, both in New York, were eliminated, per sources.
Executives at the respective agencies, as well as client officials, could not immediately be reached or declined comment.
Though Macy’s spent $475 million on ads last year, per Nielsen Monitor-Plus, much of the client’s media spending will continue to be handled in-house, and the work in play, for national media, is worth $200 million, said sources.
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