Advertising Age reported Macy’s launched an account review intended to capitalize on its iconic Thanksgiving Day Parade.
Expect a parade of White advertising agencies presenting turkey concepts.
Macy’s seeks creative agency ahead of 100th Thanksgiving Parade
By Ewan Larkin
Macy’s has launched a creative agency review designed to capitalize on the 100th edition of its marquee Thanksgiving Day Parade next year, according to multiple people familiar with the matter.
The review, which is being managed internally, is said to be focused on finding a creative partner to help the retail giant turn the centennial celebration—set for November 2026—into a yearlong brand-building effort.
The parade, known for balloons, floats, marching bands and celebrities, remains one of the few events that still attract a large audience on broadcast TV. Last year’s spectacle, hosted by NBC and its streaming service Peacock, reached a record 31.3 million viewers, giving participating brands exposure that is increasingly hard to come by.
Along with the parade’s centennial, Macy’s 4th of July Fireworks will celebrate its 50th anniversary in 2026.
It was not immediately clear if the selected agency would continue working with the brand past 2026. Macy’s did not return multiple requests for comment on the review, which is said to have begun recently.
Sharon Otterman, who left Caesars Entertainment to become Macy’s chief marketing officer at the end of 2023, is overseeing the pitch. Last June, Otterman enlisted Minneapolis-based agency Mono to develop a campaign called “Summer’s Greatest Hits,” which celebrated the season’s unpredictable moments.
Mono could not be immediately reached for comment on the review.
Macy’s had previously worked with Omnicom Group’s BBDO for several years. Otterman said at the time that Macy’s does not have any “official commitment” from agencies, including BBDO, and that it works with several partners.
Publicis Groupe’s Spark Foundry continues to serve as Macy’s media agency of record.
The retailer’s U.S. measured media spending totaled $697 million in 2024, about the same as 2023, per MediaRadar.
Like all retailers, Macy’s is expected to be heavily impacted by the effects of tariffs, as it receives many goods from China in particular. In March, executives emphasized that Macy’s was looking toward “marketing moments” such as Father’s Day and Fourth of July.
Macy’s Inc., which includes Bloomingdale’s and Bluemercury, reported today that its fiscal first-quarter net sales declined 5.1% to $4.6 billion. The company also lowered its outlook due to the impact of tariffs, which are affecting both product pricing and shopper spending. Macy’s has renegotiated some supplier orders and is planning to be selective regarding where it will raise prices, executives said earlier today.
On a conference call with analysts this morning, CEO Tony Spring said that, “as of today, we have a good handle on the tariff-related costs, but we’re cognizant that the environment is fluid, the impact on demand is less clear.”
Contributing: Adrianne Pasquarelli
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