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NEW YORK Starcom has won Macy’s estimated $200 million national media assignment following a review.
The Chicago-based shop, a unit of Publicis Groupe, outpaced Interpublic Group’s Initiative and Havas’ MPG in the competition’s final round.
The retailer spent $475 million on ads last year, per Nielsen Monitor-Plus. The work moving to Starcom, however, only covers national media duties. Macy’s will continue to handle local media chores in-house.
“All of the agencies in the final phase of our review did a fantastic job providing strategic insights and compelling media ideas to take the Macy’s brand to the next level of success on our new national platform,” said Peter Sachse, president of Macy’s corporate marketing, in a statement.
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