Martine's Magic

Martine Reardon still remembers the point that’s every marketer’s worst nightmare: The brand’s in trouble, and all eyes turn to the marketing department to do something. It was the end of 2008, and Macy’s, the legendary retailer that’s virtually synonymous with “department store,” was indeed in trouble. The recession had turned shopping into browsing. Those Americans who were spending money trooped off to big-box discounters instead of the fancier aisles of Macy’s.