National retailing giant Macy’s has launched a media review.
Carat is the incumbent and has been invited to participate in the review.
The company confirmed the news to Adweek, noting that its policy is to conduct a review at least every five years. The company recently selected BBDO as its new creative agency.
The firm reported advertising expense net of cooperative ad allowances of $1.108 billion in 2017, down slightly from $1.153 billion in 2016. Last year vendors contributed $289 million in cooperative ad allowances to help support the promotional effort of their products in Macy’s stores. The comparable figure in 2016 was $394 million.
Adweek also reported that Joanne Davis Consulting has been retained by Macy’s to assist with the review process.