Macy’s Shifts Its Multicultural Account to a New Shop
Annual media spending is around $40 million
By Andrew McMains
Macy’s has found a new home for its multicultural marketing account.
New York shop Walton Isaacson has landed the business after a review. Annual media spending is estimated at $40 million.
The win represents an expansion of a relationship that began in early 2014. Since then, Walton Isaacson has handled several projects for the retailer, including Black History Month events featuring model Beverly Johnson.
In making the hire, Jennifer Kasper, group vp of digital media and multicultural marketing at Macy’s in New York, credited the ideas and quality of Walton Isaacon’s pitch team.
“In addition, they strike an expert balance between serving the total market and its multicultural segments,” Kasper said.
Sources identified the other finalists as UniWorld Group and República.
Walton Isaacson succeeds Vox Collective on the assignment, which includes marketing and events that are designed to reach blacks and Hispanics. Vox had worked for Macy’s for several years.
Reginald Osborne, vp of black and LBGT consumer marketing at Walton Isaacson, will manage the account for the independent agency, which was founded in 2005 by Aaron Walton, Cory Isaacson and basketball legend Earvin “Magic” Johnson. Other accounts include Lexus, MillerCoors and Unilever.
The new shop’s first work for Macy’s is expected in the spring of 2015.