With the bulk of business done during the holidays, Macy’s took a particularly hard hit due to 2015’s unseasonably warm winter. Meanwhile, Macy’s spent $220.3 million on measured media in the U.S. in November and December of 2015, according to Kantar Media. In 2016, the stakes are high.
To that end, Macy’s has dropped long-time holiday ad agency J. Walter Thompson (responsible for Macy’s “Believe” campaign) and reassigned 2016 holiday creative to Figliulo & Partners and BBH New York, according to Advertising Age.
“We are always looking for new ideas and content to enhance our position as the holiday gift-giving destination and to celebrate our world beloved traditions like the Macy’s Thanksgiving Day Parade,” said Martine Reardon, outgoing chief marketing officer of Macy’s, in a statement. “F&P and BBH have delivered some exciting and creative concepts that will further cement the magic of our fashion and entertainment brand with consumers.” She noted that the holidays are an important timeframe for the retailer, which is at the height of its “brand connectivity with customers nationwide during the celebratory season.”
“We can’t wait for Christmas this year,” Mark Figliulo, founder and chief executive of F&P, told Advertising Age, adding that the brand is iconic. “Winning pitches feels great, but winning Macy’s is a whole new ballgame.”