• by Laurie Petersen , September 25, 2006

Look for the new Macy's to ramp up its marketing message. Brad Jakeman, part of the duo credited with Citigroup's "Live Richly" campaign, is reuniting with former colleague Anne MacDonald as the retailer's executive vice president for creative strategy.

The appointment, which takes effect Oct. 16, was announced on Friday by Macy's Corporate Marketing.

Earlier this month, Federated Department Stores launched a national branding campaign timed to the renaming of all stores it acquired in its merger with the May Co. to Macy's. The campaign broke little new ground and continued the "Way to Shop" theme.

Most recently, Jakeman was managing director of the Global Consumer Group at Citigroup, Inc., responsible for the group's advertising in 53 countries. He joined Citigroup in 1998 from Ogilvy & Mather.

Jakeman will have responsibility for strategy, positioning, character and voice for Macy's brand and shopping experience, said MacDonald, president of Macy's Corporate Marketing and CMO of parent Federated.

MacDonald was CMO of Citibank's global consumer group until she joined Federated earlier this year.