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Carat | Agency Profile, Contacts, AOR, Client Relationships




Service: media

Main Telephone (212) 591-9100
Main Fax (212) 508-4399
Primary Address
150 East 42nd Street
New York, NY 10017
USA

Carat Contacts

Contacts (5/185)
Name Title State
Andy D. Chief Investment Officer NY
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (212) 591-9100
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 150 East 42nd Street
New York, NY
10017
USA

Ed G. Client President NY
William S. Global President NY
Michael E. Chief Executive Officer NY
Robert H. Executive Vice President & Head, Operations NY

Client Relationships


Brand Service From To Media Spend
******* media buying & planning 2012 present *****
****'* media buying & planning unknown present ***
****** *******, ***. AOR - media buying & planning unknown present ********
***** Media Buying, Media Planning unknown present ********
***** **** & ***** Media Buying, Media Planning unknown present ****

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WinmoEdge

Female Media Opps: Struggling Macy's shifting advertising strategy to boost ROI under new CMO


taking a page from Ron Johnson?) they'll move form endless promotions to running messaging around only four annual tentpole events for spring, summer, fall and the crucial winter holidays. 

These changes, under new CMO Richard Lennox, are designed to re-energize loyal older customers, while attracting millennials to the 159-year-old brand . This should open up a variety of traditional and digital revenue for female-focused sellers during these selling periods, particularly Christmas. Make sure to include plenty of ROI language in your pitch, since Macy's is so enthusiastic about driving advertising efficiencies.

As such, digital sellers should expect online budgets to be higher than usual, though TV will still likely dominate spending - despite what execs said above. In fact, national TV spending has been up the past year, according to Pathmatics. So, who knows .

Dentsu Aegis's Amnet, Dentsu Aegis’s trading desk. 

Agencies - We took Macy's off the VAI due to our own self imposed time constraints, but this account, like most legacy brick-and-mortar retailers, is perpetually vulnerable until they find ways to boost revenue much more efficiently. I recommend staying on top of all legacy retailers with creative AORs over 2.5-3 years on the job (average AOR tenure). 

Plus, Macy's uses agencies on a project basis, meaning you should keep going after back-to-school (BTS), Christmas and 2018 campaign work. Competition could include New York-based 

Additional Insight

TV Breakdown: $244 million has gone to national TV since last June. up from $184.9 million a year earlier, iSpot.tv reports. Top targeted programming since last June includes "NFL Football," "The Tonight Show Starring Jimmy Fallon," "Good Morning America" and "The Chew." 

Digital Breakdown: $14.9 million has garnered 1.5 billion impressions the past year, most of which, about 61%, has been desktop ads. Most of the remainder has been desktop video. About 76% of these impressions were bought site direct. The rest has mostly flowed programmatically through Amnet.

Top targeted sites include Conde Nast's vogue.com, youtube.com, refinery29.com, espn.com, aol.com, hulu.com, popsugar.com, weddingbee.com and iheart.com. 

For comparison, $21.7 million was spent on 3.2 billion impressions a year ago. 

Macy's
Seven W. 7th St.
Cincinnati, OH 45202
(513) 579-7000

Rich Lennox
Chief Marketing Officer
(513) 579-7000
richard.lennox@macys.com

Lynn Browne
Manager, Digital Media
(513) 579-7000
lynn.matanle@macys.com

Megan Upah
Director, Digital Investments - Carat, NYC
Driect Dial: (212) 591-9100 ext. 5038
megan.upah@carat.com