Macy's Selects Spark Foundry As Its New Media Agency

National retailing giant Macy’s said today that it has selected Publicis Groupe’s Spark Foundry as its new media agency after a review that began earlier this year. 

While Macy's didn't mention sibling agency Digitas in its confirming statement, a spokeswoman for Digitas said the agency pitched with Spark Foundry and that "the award went to a blended team of Spark and Digitas."

That blended team will be dedicated solely to the Macy's assignment, the spokeswoman confirmed. 

Carat was the incumbent and was invited to participate in the review. 

The company recently selected BBDO as its new creative agency. 

The retailer spent more than $400 million on measured media last year according to Kantar Media.  

The client retained Joanne Davis Consulting to assist with the review process.

Macy’s issued a statement confirming the decision: “Macy’s has appointed Spark Foundry, a division of Publicis Groupe, as its media strategy and buying agency following a closed review.”





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