Insight Sources: Broadcast insights estimated by Vivvix.
Back to All Agencies
CarlByrd&Co. | Agency Profile, Contacts, AOR, Client Relationships
Service: advertising
- Main Telephone
- (212) 206-1379
Primary Address
21 West 46th Street
Suite 1001
New York,
NY
10036
USA
CarlByrd&Co. Contacts
Contacts (1)
Name | Title | State | ||||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Ann L. | Associate Creative Director | NY | ||||||||||||
Sample of Related Brands
***********
|
WinmoEdge
Macy's loses marketing DM amid spend declines (Score 47)
Sales lead: Keep an eye on this company because a CMO hire may lead to spend & roster shifts.
- Macy's announced that its chief customer officer, Richard Lennox, has left the company.
- Lennox joined the company in 2016 as CMO before being promoted to CCO in 2020.
- Lennox is now the CMO of AutoNation.
- We will be sure to update you as soon as a replacement is announced.
Target demographic: Gen-X & millennial women
Once it hires a new marketing head, the company will likely:
- Ramp ad spend back up
- Test new marketing channels
- Review the current agency roster
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Macy's spent around $25.1m on national TV ads YTD, a 27% decrease from $34.2m spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend declined by 15% from $156.1m in 2021 to $133.5m in 2022.
- Ad programming: It placed ads during programming such as Law & Order: Special Victims Unit, Family Feud, General Hospital, Friends, and PAW Patrol.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Macy's spent nearly $11.1m on digital display ads YTD, a 44% decrease from $19.7m spent in this channel during the same time period of 2022.
- YTD data: 1.4m impressions via Facebook (35%), Instagram (22%), desktop display (21%), YouTube (17%), mobile display (3%), and desktop video (1%).
- 2021-2022 spend: Full-year spend dropped by 10% from $74m in 2021 to $67m in 2022.
- Ad location: It placed 93% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, popsugar.com, and slate.com. It placed 7% of these ads through multiple indirect channels onto sites such as youtube.com, flickr.com, yahoo.com, drudgereport.com, and budgettravel.com.
Additional channel insights
- Vivvix: Macy's also utilizes OOH, print, radio, and local broadcast.
Agency analysis:
- Opportunity: Start working on your pitches now so that you are prepared to reach out once it hires a new marketing DM.
- Current roster:
- Digitas: media AOR
- Energy BBDO: creative AOR
- BBDO Worldwide: creative AOR
- CarlByrd&Co.: creative AOR