Energy BBDO, Inc. | Agency Profile, Contacts, AOR, Client Relationships

• Made with creative AOR , the campaign encourages Gen-Z and millennials to find the perfect outfits for their "main character energy."
• The initiative also involves Instagram footage and an upcoming TikTok push partnered with brand ambassadors such as millennial creator Bahbah.
• The company will likely:
  • Continue experimenting with paid social and influencer marketing
  • Bolster efforts promoting its loyalty program
    • To support this focus, Macy's named Casey Lehman as its loyalty strategy, credit strategy, and marketing VP last summer.
    • Lehman was previously the CMO at Gregory's Coffee.
  • Return to higher digital ad spend
• Target demographic: 
  • Gen-Z and millennial women

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Macy's has spent approximately $16.1m on national TV commercials, a significant decrease from the approximately $23.1m spent within the same 2022 timeframe.
  • Last year: The retailer spent around $133.5m on this channel last year after having spent 9% more, around $145.2m, in 2021.
  • 2023 ad programming: Macy's 2022 commercials have targeted Gen-X watching shows such as The Oscars, The Bachelor, Dick Clark's New Year's Rockin' Eve With Ryan Seacrest 2023, The Tonight Show Starring Jimmy Fallon, and Vanderpump Rules.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The retailer has allocated roughly $6m toward digital ads YTD, 44% less than the roughly $10.8m allocated by this point last year.
  • YTD data: Since the beginning of 2023, Macy's has earned around 766.4m digital impressions via Facebook (35%), YouTube (23%), Instagram (20%), desktop display (20%), mobile display (1%), and desktop video (1%) ads.
  • Last year: The company's estimated full-year 2022 spend of $67m reached 9% less than that of $74m in 2021.
• Additional channel insights  
  • The company utilizes digital, local broadcast, print, radio, OOH, Google Ads, and Facebook ads.
  • Macy's invests in short-form DRTV.
    • It has relatively highly dispersed network TV coverage, and it's unlikely that a campaign will roll out soon.
    • Macy's top TV networks include FX, BRV, ENET, COM, and CN.

Additional agency insights:

• Opportunity: Macy's may seek new digital, PR, and/or social media management agency partners to fuel its bolstered paid social efforts.
• Current agency roster:
  • ​​​​​​​​​​​​​​BBDO NY: Creative AOR
  • : Creative AOR
  • : Creative AOR
  • : Media AOR

Insight Sources: Broadcast insights estimated by .