Strike Up the Brand

Federated Department Stores Inc. (Cincinnati) has hired advertising firm Lowe (New York) to lead an electronic and print media campaign for Macy's.

Federated says the campaign will be the first time that the Macy's brand, including Macy's East, Macy's West and the newly named, Atlanta-based Rich's-Macy's stores, will have a common voice.

“The search for an agency was an exciting process that reinforced for all of us the power of one of our most important and yet underutilized assets, the Macy's brand,” says Terry Lundgren, Federated's president and ceo.

The initial project will primarily focus on television and will air during the year-end holiday season. Lundgren adds that individual Macy's divisions will continue to create, produce, market and promote their day-to-day business, independent of the Lowe's project.

Lowe, the flagship office of Lowe & Partners Worldwide and a member of The Interpublic Group of Companies, was chosen from a group of 40 agencies from around the country interviewed for the Macy's brand campaign. “This is a fantastic opportunity to work on a truly iconic brand,” says Lowe's ceo Paul Hammersley. “We are setting the creative bar very high to match the stature of our new client.”