DOWNSIDE: It's tough as Macy's trades up and tries to capture "alpha shoppers," and converts 400 department stores to Macy's, bringing its national footprint to 800 stores. Macy's must wean itself off the "coupon shopper." And as thousands of shoppers lose beloved department-store brands, such as Marshall Field's in Chicago, there's the possibility many will defect.
AD BUDGET: $1.45 billion
* Publicis' Starcom USA, Chicago
* WPP's JWT, Chicago