Macy’s Media Moves to MEC

NEW YORK Macy’s has shifted its media chores to WPP Group’s Mediaedge:cia without a review, the client has confirmed.

Macy’s spends more than $200 million annually on national ads, a company representative said.

MEC will be responsible for all of Macy’s national ad spending, including TV, radio, magazines, out of home and online.

MEC replaces Publicis Groupe’s Starcom. That Chicago-based shop was appointed by Macy’s just last year and helped roll out the chain as a national brand after the client’s parent, Federated Department Stores, acquired the rival May stores operation. All of May’s holdings were rebranded with the Macy’s name.

“We believe that MEC is better equipped to handle the brand on an ongoing basis so that is what they will be doing,” the client rep said.

Local buying and planning chores will still be handled by the seven regional Macy’s divisions. That work consists mostly of regional print and direct response efforts.