First National Campaign Aimed at Latino Demographic

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NEW YORK ( -- Macy's has named independent Latinvox of New York to handle its first national TV advertising campaign focused on Hispanic shoppers, according to the store chain.
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Previously, Macy's relied on simple Spanish translations of its ads from Interpublic Group of Cos.' Lowe, New York, its general market agency. Independent Enlace Communications, Los Angeles, handled Macy's West's Hispanic campaign for nine years buy will not continue as Latinvox takes over.

'Core-customer base'
"The Hispanic market is an increasingly important part of Macy's core-customer base," said Peter Sachse, Macy's corporate marketing president and chief marketing officer. The first commercials from the new campaign are expectded to be ready for the fall season, he said.

Other contenders in the advertising review included independents CreativeOnDemand of Miami and La Agencia de Orci of Los Angeles, and Saatchi & Saatchi's Conill, New York, part of Publicis Groupe.

Overall, Macy's spent more than $300 million in measured media in 2004, according to TNS Media Intelligence. Details of the new Hispanic campaign budget were not available.

New importance of multicultural
In announcing the winner, Macy's emphasized the new importance of the multicultural consumer to its future success. "It is critical for us to find new resources in order to reach out to this community," Mr. Sachse said. He said Macy's strategy is to combine its Hispanic effort with those under way for African-American and Asian customers.

Mr. Sachse, who conducted the review, called each finalist's concepts "different and interesting." However, he said, "ultimately, we chose Latinvox because of their enthusiasm, insight on consumer behavior and their ability to think outside the box."

'Self-conscious Latinas'
Roberto Ramos, Latinvox's president-CEO, said "confident and style-conscious Latinas" appreciate Macy's "pillars of sophistication, style and value."

Macy's is part of Federated Department Stores.


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