US retail giant Macy's moves media spend from WPP shop to Carat

The giant US department store chain Macy's has moved its media buying account from WPP's MEC to Aegis's Carat, it was reported today.

Macy moves big ad account

The move came after a months-long review, which did not include the company’s creative business. JWT, New York, is the retailer’s lead creative shop.

A Macy's spokeswoman said "After a thorough review of its media broadcast and digital business, Macy's has selected Carat as its media-agency partner. Carat will be responsible for media planning and buying for Macy's broadcast and digital."

The size of the business is significant, and marks one of the biggest media reviews this year, said AdAge. Macy's media spending is about $700 million. According to Ad Age's DataCenter, Macy's budget, including creative and digital, is upward of $1 billion in the U.S.

In the pitch were the incumbent MEC; Aegis' Carat; Interpublic Group of Cos' Initiative; and Publicis Groupe's Razorfish.

In June a spokesperson told Ad Age the review was "not triggered by dissatisfaction with MEC, a valued partner of Macy's."

MEC lost several sizeable accounts in 2011. Marla Kaplowitz joined the firm late last year as CEO, North America.

Last month, JWT launched a new campaign featuring the celebrities behind the brands that Macy’s sells, including Sean Combs, Martha Stewart and Justin Bieber. The tagline is, “What’s in store?”

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