Starcom Wins $200M Macy's Media Account

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Federated Department Stores Inc.'s Macy's Corporate Marketing division tapped Starcom USA, Chicago, as its first national planning and buying agency in the United States.

The agency trumped co-finalists Initiative and MPG to win control of $200 million in annual Macy's U.S. media planning and buying across television, radio, print, out-of-home and Internet marketing. Joanne Davis Consulting Inc. and Jane Twyon Inc. helped match Macy's with Starcom.

Starcom's work takes effect this fall when Macy's begins its nationwide rollout after converting regional Federated retail brands to the Macy's name. Starcom is the full-service media division of Starcom MediaVest Group. Its clients include Walt Disney Co., Procter & Gamble Co. and Kellogg Co.

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