MediaBuyerPlanner: Starcom has lost the $200 Federated Department Stores Inc. media account, which has been awarded to Mediaedge:cia without a review.
WPP’s Mediaedge:cia will take over duties on the media planning and buying account, reports Reuters. Starcom began handling the account in February of last year.
“While Starcom’s skills were instrumental in helping relaunch the Macy’s brand last year, we believe Mediaedge is better equipped to handle the brand on an ongoing basis,” Federated spokesman Jim Sluzewski is quoted as saying.
Direct mail and local print will continue to be handled by the company’s regional divisions.
Related stories:
- Macy’s Maintains Traditions to Mollify Marshall Fields Mavens
- Federated Jettisons Bridal Group for $850M
- Local TV Likely to Lose Federated’s Dollars
- Macy’s Relaunches, Mails Magalog to 3.8 Million
- Macy’s Gets Reality Show
- NRDC to Acquire Lord & Taylor
- Federated Shifting Spend Toward DM and Electronic Media
