CLIENT
Macy's
Ambra Brice, Manager, Integrated Marketing
Rich Lennox, Chief Marketing Officer
Jim Reath, VP Brand Engagement
Joe Civitillo, Senior Director Broadcast Production
Audrey DeShong, Director, Integrated Brand Marketing
AGENCY
Steve Panawek, VP Planning Director
Yin Chung, EVP, Group Planning Director
Alexandra Britt, Senior Planner
Julie Naidu, Senior Planner
Marcos Kotlhar, Executive Creative Director
Kathryn Kvas, Associate Creative Director
Danilo Boer, Executive Creative Director
Gabrielle Attia, Associate Creative Director
Corey Cirillo, EVP Senior Director
Maddy Bell, Assistant Account Executive
Rob Danino, Associate Creative Director
Justin Perrelli, Account Director
Spark Foundry
Shannon Taylor, SVP Media Director
Francis Anderson, Executive Managing Director
Marla Theodore, VP/Group Director, Media
SUMMARY
The retail category is changing. And despite being one of America's most recognizable brands, Macy's was losing relevance with a new generation of shoppers who saw the brand as familiar -- but not fashionable.Armed with the insight that being fashionable is about more than just the clothes people wear, we refreshed our strategic approach and started a new conversation in the fashion industry - one where real role models, not fashion models, take center stage.Through our campaign efforts, we successful improved both perception and sales for Macy's.
