Macy’s Names Latinvox Hispanic Agency

NEW YORK Independent agency Latinvox has won the Hispanic portion of Macy’s national advertising account following a three-month review, the retailer confirmed.

The agency primarily will focus on creating broadcast media campaigns for Macy’s, Federated Department Stores’ largest store brand, for the fall 2005 season.

Prior to hiring New York-based Latinvox, Macy’s limited its Hispanic advertising to regional campaigns, working with Los Angeles-based Enlace for Macy’s West, while Macy’s East, Macy’s Florida and Macy’s Northwest developed Latino ad efforts in-house.

According to Peter Sachse, Macy’s corporate marketing president and CMO, naming a Latino agency is an integral part of the company’s business objectives.

“Macy’s long-term strategy is to build on the Hispanic customer base,” Sachse said. “This partnership will complement existing multicultural marketing initiatives that are being designed to more effectively message the Macy’s brand to our African American and Asian customer.”

Sachse said Latinvox would begin work immediately.

“They will probably have the biggest impact on our marketing for the third quarter,” he said.

Three-year old Latinvox, which had $8 million in billings last year, plans to open an office in San Francisco this summer, according to Roberto Ramos, president and CEO.

While Macy’s would not disclose advertising spending, Sachse said that the Hispanic marketing budget would increase this year. Macy’s spent $475 million in general-market media and about $5 million in Spanish-language media in 2004, according to Nielsen Monitor-Plus. Lowe in New York handles the client’s mainstream advertising account.

Macy’s sent requests for proposals to 12 agencies across the U.S. in February. The search, led by a team in Macy’s West’s marketing division in San Francisco, last month narrowed the field to four finalists, including Miami-based SiboneyUSA, Conill (with offices in New York, Miami and Los Angeles) and GlobalHue of Southfield, Mich.

“In the final presentation, our objective was to show that we understand Macy’s product and how the Hispanic consumer is in line with the brand,” Ramos said.

Added Susan Jaramillo, Latinvox creative director, “We came up with a very comprehensive pitch that we felt really showcased our understanding of the brand.”