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Digitas | Agency Profile, Contacts, AOR, Client Relationships




Service: digital

Main Telephone (212) 610-5000
Main Fax (212) 350-7850
Primary Address
375 Hudson Street
16th Floor
New York, NY 10014
USA

Digitas Contacts

Contacts (5/36)
Name Title State
Paul D. Chief Media and Growth Officer, International Region NY
Sample of Associated Brands
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Email: *****@*******.***
Main Phone: (212) 610-5000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 375 Hudson Street
16th Floor
New York, NY
10014
USA

Linda P. Chief Growth Officer NY
Andrew C. Chief Creative Officer, North America NY
Atit S. Chief Creative Officer NY
Clinton S. Managing Director & Chief Media Officer - North America NY

Client Relationships


Brand Service From To Media Spend
******** ******* ******** Digital, Social 1980 present *******
******** ******* ****, ********* & ****** ******** Digital, Social 1980 present *
******** ******* ******* Digital, Social 1980 present *********
******** ******* ******** **** Digital, Social 1980 present ********
******** ******* ****** ******** Digital, Social 1980 present ******

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WinmoEdge

Female Media Opps: Macy's increasing spend for holiday push, Backstage concept


Macy's spent a good part of this year expanding Backstage, its outlet store within a store concept. In the recent Q3 earnings call, execs reported they added 60 Backstage locations in Q3 and 121 throughout the whole year (and it's safe to say they'll add even more next year). Now that they have such saturation, they plan to increase its marketing "with an emphasis on product that is off-price, on trend and arriving daily." 

With a marketing push imminent, that's your cue to reach out, sellers. Of course, you can also reach out for dollars tied to all of their holiday marketing. Those efforts are well underway and scaling fast. (Q4 is their top spending period and we've been telling you for months to reach out.) Macy's has been relying heavily on digital and tech to scale down their demo and reach millennials and Gen-Z (all female skew).

In addition to the digital and tech focus, Macy's has started other new initiatives to combat always on approach

They're also in the process of taking large, unprofitable stores and shrinking them into "neighborhood locations" in an attempt to cut some of their staff and inventory costs. Their profitable stores, about 350 of them, will be remodeled to include expanded merchandise, new dressing rooms, Starbucks coffee shops and lounging areas. 

iSpot reports a YTD national TV spend of $158.8 million placed on a diverse array of shows (see targeting right) and about $24.5 million of that has been dedicated to 29 new spots that begin airing this month in promotion of the various winter holidays (Thanksgiving, Black Friday, Christmas, Veteran's Day, etc.) Spend in the same timeframe of 2017 totaled $156.4 million, full 2017 spend totaled $205.9 million and spend in 2016 totaled $248.8 million.

Pathmatics reports a YTD digital display spend of $11.2 million, a decrease from the $12.5 million spent in the same timeframe of 2017, a full 2017 spend of $14.2 million and a 2016 spend of $19.4 million. This year ads are placed primarily direct (92%) onto sites like youtube.com, refinery29.com, weddingbee.com, espn.com and buzzfeed.com. Last year ads were placed primarily direct (91%) onto sites like youtube.com, nymag.com, espn.com, retailmenot.com and sbnation.com.

(If you're looking for dollars tied to just Backstage, Pathmatics reports spend for the outlet concept this year has totaled $2,700 and been placed direct (100%) onto jango.com. Last year it spent $2,700 placed direct (100%) onto post-gazette.com and jango.com.)

Macy's also runs through out-of-home, print and radio. From H1 2017 to H1 2018, out-of-home decreased from $858,926 to $436,480, print decreased from $49.3 million to $26.4 million and radio decreased slightly from $12.4 million to $12.2 million. From 2016 to 2017, out-of-home decreased from $3.8 million to $2.8 million, print decreased from $228.7 million to $121.9 million and radio increased from $28.2 million to $29 million.

Agency & martech readers --  here.

Please read all of our latest updates on the retailer here.