Madras will work with the in-house team responsible for Macys.com. Madras will create and manage content on Macys.com, including product images, product descriptions, which essentially will account for all ecommerce advertising.
The size of the account was not disclosed.
Macy's has pivoted away from traditional AOR relationships, except for creative, in recent years. The retailer launched this review to create a long-term relationship with an agency to handle their sizable content needs. That means creating and managing the more than 9 million images that run on the website annually, promotions and landing pages.
This account announcement, which may be the first time a major brand has announced this type of ecommerce alliance, underscores that creative automation is an increasingly important field.
Madras Global won out, in large measure, because of its sister company 2adpro's history of delivering on these kinds of projects for Macy's.