Macy's Picks Spark Foundry and Digitas as Its New Media Agencies of Record

“Macy’s has appointed Spark Foundry, a division of Publicis Groupe, as its media strategy and buying agency,” said a client spokesperson, who did not specify the work assigned to Digitas.

According to a person with direct knowledge of the review, Dentsu’s Carat was the other finalist in a lineup that also included IPG’s Initiative. Representatives for the former agency declined to comment, and the latter did not respond.

While a Macy’s spokesperson initially said the review was “not triggered by dissatisfaction with Carat, a valued partner,” it amounts to a significant win for Publicis and its “Power of One” approach in which multiple agencies pitch to handle different roles on a given client’s account.

“Spark