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Macy's $200 Million Media Account Goes to Starcom

Beats Out Initiative and MPG for Buying and Planning Business

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NEW YORK (AdAge.com) -- Federated Department Stores’ Macy’s has awarded its $200 million national media buying-and-planning account to Publicis Groupe’s Starcom, according to executives familiar with the situation.
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The work was previously handled in-house. The other finalists were Havas’ MPG and Interpublic Group of Cos.’ Initiative.

Agency executives couldn’t be reached for comment. Tony Giannini, group VP-media and marketing for Macy's East, said, "We have not made a final decison. There are still conversations." He added that there is "no announcement today."

Macy’s recently awarded its brand launch creative project to WPP Group’s JWT, Chicago, following a review.

The work in play is for the national media account, worth about $200 million in billings, according to executives familiar with the situation.

Following Federated’s acquisition of May Department Stores Co. last year, Macy’s is adding about 330 regional stores, including May and Marshall Fields locations. The Macy’s chain will operate more than 800 stores. May spent $595 million in advertising last year, while Macy's spent $353 million, according to TNS Media Intelligence.

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