17355: BHM 2026—Macy’s.

 

Macy’s has been consistent in its annual support of Black History Month, Black-owned brands, and UNCF scholarships.

 

Yet the 2026 celebration depicted above is a carbon copy of the 2024 version below.

17083: Macy’s To Carve Up Thanksgiving Turkey—White Meat, Please.

 

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

16537: BHM 2024—Macy’s.

 

Macy’s has got all the BHM departments covered: 1) Supporting Black-owned brands; 2) Allyships with HBCUs, and; 3) Awarding minority scholarships. The iconic retailer has given over $3.1M to UNCF since 2021. Gee, what happened that year to inspire such cultural commitment?

 

15325: BHM 2021—Macy’s.

 

Macy’s says: Black history. Black brilliance. Desperately seeking to stay in the black.

14912: BHM 2020—Macy’s.

For Black History Month, it looks like Macy’s opted to celebrate with a design template for weekly sales events.

14521: BHM 2019—Macy’s Lasting Legacies Last For Years.

Macy’s celebrates Black History Month by honoring lasting legacies—which looks a lot like last year’s lollapalooza.

14005: BHM 2018—Macy’s.

Macy’s celebrates BHM with a series of promotional events—and announces store closings that will undoubtedly put plenty of Blacks out of work.

13544: BHM 2017—Macy’s.

Macy’s salutes Black History Month—and damn near every other minority celebration.

13067: BHM 2016—Macy’s.

For Black History Month, Macy’s celebrates with celebrities.

12578: Latino Laughers.

Macy’s Mariachi Mess via Laura Martinez at Mi blog es tu blog.

Target misses the target via LatinTrends.

The Real cooks up cluelessness and quesadillas via Latino Rebels.

Sombrero tip to NYNYNYMIND for forwarding the follies.

12480: BHM 2015—Macy’s.

Macy’s celebrates The Soul Era. Wonder if Donald Trump will join the BHM festivities with his Signature Collection®, as he has “a great relationship with the Blacks.”

12299: Macy’s Multicultural Move.

From Adweek…

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.

10979: BHM 2013—Macy’s.

Macy’s salutes Gordon Parks for Black History Month.

10104: APAHM 2012 At Macy’s.

Macy’s celebrates Asian Pacific American Heritage Month with events and a quiz—featuring references to Tiger Woods and Keanu Reeves.