BBDO New York wins Macy's Creative AOR Assignment

Retail giant Macy’s has selected BBDO New York as its new creative agency of record after a competitive review.

The firm spent nearly $700 million last year in measured media according to Kantar Media.

Macy’s confirmed the selection and issued this statement today: As part of the next evolution of Macy’s marketing approach and following a closed review among a select group of agencies, we have selected BBDO New York as our new creative agency of record, effective immediately.  BBDO New York will be a great partner for us as we execute our ‘Familiar to Favorite’ strategy centered on building Macy’s brand love, fashion authority, loyalty and value.”

The selection comes just days after the retailer disclosed a series of organizational changes designed to improve the company’s future performance, including the including the hiring of Hal Lawton as president, the unveiling of a streamlined merchandising operation and an enhanced focus on the company’s data analytics capabilities.



Lawton joined the company from eBay where he had been SVP, eBay North America, overseeing all aspects of eBay’s Americas business unit, including marketing, merchandising, operations, business selling, consumer selling, and advertising, as well as global responsibility for shipping, payments, risk, and trust.

The merchandising restructuring includes the consolidation of three functions – merchandising, planning and private brands – into a single Merchandising function to be led by Macy’s veteran Jeff Kantor and organized around five business units (Ready-to-Wear, Center Core, Beauty, Men’s and Kid’s, and Home). Feeding into this new merchandising structure are strengthened customer insights and data analytics, which the company is expanding to include inventory replenishment and pricing capabilities.

BBDO’s prospects in the review might have been helped by the fact that a former retail specialist there moved to a senior marketing position at Macy’s recently.  In May, the retailer hired Jim Reath as its svp of marketing. He joined the company from BBDO where he was  head of retail at BBDO New York.

Previously Macy’s had worked with several agencies including JWT, Figliulo&Partners and BBH among others.

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