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Macy’s has found a new agency for media planning and buying in the U.S.
The retailer, which last year spent about $770 million in media, has hired Carat after a review, a Macy's representative has confirmed.
Carat beat three other agencies to win the business: Initiative, Starcom and the incumbent, MEC, according to sources. MEC had handled the account since 2007.
The assignment includes TV and digital media, but not print media buying, which Macy's handles in-house.
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