Citi’s Jakeman to Join Macy’s

NEW YORK Brad Jakeman, managing director of global advertising at Citigroup, will soon join Macy’s in a lead creative role, sources said.

The move, expected to take place in late October, would reunite Jakeman with former Citigroup consumer CMO Anne MacDonald. She joined Macy’s earlier this year as president and CMO in the retailer’s corporate marketing division. She is based here, and Jakeman would likely remain in New York in his new position, per sources.

“Brad and Anne are a marketing powerhouse,” said a source close to the pair. “They’re going to do for Macy’s what they did for Citi.”

Neither MacDonald nor Jakeman could be reached for comment. Officials at Macy’s and Citigroup did not return calls.

Jakeman and MacDonald have worked with Publicis Groupe’s Fallon in Minneapolis to create Citigroup’s lauded “Live richly” campaign. That effort includes the popular “Identity Theft” spots that show, for example, a burly man speaking with a girl’s voice about items she bought using the man’s stolen identity.

Sources said Citigroup plans to move away from the “Live richly” theme, though its new direction is unknown. Robert O’Leary, CMO for credit card products, would succeed Jakeman at Citigroup, per sources.

Jakeman is joining a retailer with an annual media outlay comparable to Citigroup, which spent $230 million on domestic ads through the first half of 2006, per TNS Media Intelligence.

Macy’s, owned by Federated Department Stores in Cincinnati, spent $225 million in U.S. media during the same period.

Jakeman joined Citigroup eight years ago from Ogilvy & Mather in New York, where he was a partner and worldwide management supervisor on the American Express account. He worked at the agency for seven years and also served in its Sydney and London offices.

White Space in New York, MDC-backed Kirshenbaum Bond + Partners and WPP Group’s JWT in Chicago are all on Macy’s roster.

Macy’s most recent spots by JWT used a re-creation of Martha Reeves and the Vandellas’ song “Dancing in the Streets.” The ads broke this month as Federated rebrands 400 stores under the Macy’s name.