Federated Moves $200 Million Media Account to Mediaedge

Starcom Loses Buying and Planning Business Less Than a Year After Win

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NEW YORK (AdAge.com) -- Federated Department Stores is moving its $200 million-plus media-buying and -planning account from Publicis Groupe's Starcom to WPP Group's Mediaedge:cia, a Federated spokesman said today.
Macy's seven regional divisions will continue to handle local print and direct mail.
Macy's seven regional divisions will continue to handle local print and direct mail.

The move comes less than a year after Federated, owner of Macy's Department Stores, last February assigned its business to Starcom following a lengthy review.

Includes national Macy's work
The business includes planning and buying for Macy's nationally. Macy's seven regional divisions will continue to handle local print and direct mail.

No formal review took place this time, Federated spokesman Jim Sluzewski said.

"Starcom's skills were instrumental in helping to relaunch Macy's," he said, adding that Mediaedge:cia's experience and resources are better suited to its needs for the future.

Creative continues to be handled by WPP's JWT.
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