Today we launched #MacysSummerHits, a campaign that celebrates summer's spirit with iconic trends for every memorable moment. From road trips to poolside barbecues and weddings, we offer customers our greatest summer fits, featuring casual essentials, special occasion dressing, beauty must-haves and more.
The campaign features a fresh recording of "Lovely Day" by Grammy-nominated artist Amber Mark and produced by Ryan Tedder.
Our chief marketing officer, Sharon Otterman, shares with AdAge how Macy's has been inviting customers to celebrate summer's beginning and lean in to what makes it special.
RETHINK Retail Top Retail Expert. RetailWire BrainTrust Panelist. Founding Partner - Merchandising Metrics. Consulting on Strategic Merchandising. How to embrace RISK as a brands' best friend. It's a differentiator.
SECHUK SECURITY SOLUTIONS (RDI LLC) Taking Consulting on Security Operation, Technology, Executive Protection and Public Event Planning to the Next Level. CHAIRMAN, CITZANS CRIME COMMISSION of THE DELAWARE VALLEY
I’M SO OVER THESE ARTICLES. It’s time to cut through the cycle of redundant dialogue and face the reality: our industry feigns helplessness in fostering transparency around crew diversity. It’s infuriating to witness this charade, and when we possess the means, like INVOKE’s surveying tool, to shine a light on this issue, albeit utilized on a minuscule fraction of the necessary scale.
The facade of legal and policy barriers must end. It’s critical to understand that diversity isn’t just a buzzword—it’s the foundation of our industry’s future. The numbers speak: over 66% of conservative and 73% of liberal business leaders TODAY continue to carry forth their diversity efforts. Don’t be played by the news media algorithm.
Authentic change requires SIMPLE steps, not just words. Let’s stop this performative bullshit and embrace genuine solutions for diversity, or risk being left behind by those who truly understand the value of authenticity, like influencers.
For those seeking a viable and respectful approach to enhancing transparency in diversity without compromising the privacy of creators, please feel free to contact me directly. I’m here to share insights and strategies that align with both legal standards and ethical considerations, ensuring a balanced approach to fostering inclusivity.
Aren't you tired of this???
FREE THE WORK#freethework#advertising#superbowl#ads#exhaustingVolkswagen Group, E*TRADE from Morgan Stanley, State Farm, Unilever, Anheuser-Busch, The Hershey Company, Astellas Pharma US, T-Mobile, E.L.F. BEAUTY, Squarespace, Molson Coors Beverage Company, PepsiCo, Froneri, L'Oréal, Kia America, Lindt & Sprüngli, Homes.com, Ferrero, Microsoft, Skechers, Snap Inc., Temu, CrowdStrike
I'm not sure who is responsible for this, but it is a masterclass in advertising. It is displayed on 5th Avenue, NY, looking north between 49th and 50th, right across the street from Saks. Around 100,000 to 200,000 people pass by this location. EVERY DAY.
Note, if you will:
The rough look of ol' Shady Vance, badly lit, shot from below and looking like he's recovering from a bout of flu or a hangover.
The succinct message where four words say it ALL.
The placement for maximum effect
Bravo, and more like this, please.
I am so excited to talk about Bridgerton's Season 3 marketing strategy which creatively leveraged social media, experiential events, and strategic brand partnerships, resulting in a phenomenal audience engagement.
Here's how they did it:
Content Teasers & Social Buzz: Exclusive behind-the-scenes glimpses on Instagram and strategic trailers kept fans buzzing for months.
Experiential Events: Bridgerton brought the Regency era to life with the free "Bridgerton Promenade Experience" in New York.
Strategic Brand Collaborations: Partnerships with brands like Kiko Milano (makeup), Republic of Tea, Williams Sonoma (tea sets & home decor), and Ladurée (Bridgerton-inspired macarons) expanded the Bridgerton universe beyond the screen, offering fans a chance to fully immerse themselves.
Sensory Engagement: Bridgerton's partnership with Bath & Body Works wasn't just about products. The stores transformed into Regency-era sanctuaries, complete with floral arrangements and Bridgerton-themed displays.
Embracing Inclusivity: Season 3 featured a plus-size actress in the main role, which is a refreshing step forward in body positivity and inclusivity on television.
Bridgerton's marketing magic not only captivated audiences but also skyrocketed viewership records with nearly 45.1 million views for the first half of Season 3 in just a weeks time.
Their marketing is a recipe for success, offering valuable lessons for any show looking to capture hearts and minds of their audiences.
#Brandmarketing#Bridgerton#Multichannelmarketing
Is the new Marks and Spencer Christmas ad really the Mother of all f**k ups that so many are saying it is?
The holiday season - that magical time when ad agencies convince brands to set fire to tradition (and budget) with the same enthusiasm as a pyromaniac in a fireworks factory. In an era of uncertainty that’s crying out for unity, when we should be falling back on the few certainties we have, MOTHER and the M&S marketing department somehow decide the message we need is “Do what you want, tradition be damned.”
Here’s the pitch - let’s forget family, throw subtlety (and mince pies) into a wood chipper, and celebrate individualism with the budget of running a small country. Because nothing screams ‘festive’ like alienating half your audience with a ‘woke’ checklist and the other half with a dystopian version of holiday cheer.The concept of going against the usual grain of Christmas and focusing on doing what you love, wasn’t a bad one.
But as any good Creative Director knows, getting from a creative concept to its execution is like Wi-Fi signal in an old house—somehow, between the ‘great idea’ room and the ‘making it happen’ room, you lose connection.
The way this Marks & Spencer ad was executed? Yet again, execs felt secure in appointing big names and even safer that the bigger the price tag, the higher the chances of success. When Mother told the M&S marketing team they secured the Black Mirror director for their ad, it must have felt like Christmas came early.
What a missed opportunity for raw talent to shine. I’ve always believed in the skill of people and not the weight of big agency labels. Those without a list of big names on their CV have nothing to lose and more to prove. If only the M&Ss of the world realised they can spunk their cash, get a kickass campaign that trends for all the RIGHT reasons, AND ticks their DEI & CSR boxes while they’re at it.
Did we forget we’re in a cost of living crisis? Now is the time to create opportunities, not prove me right yet again that the ghost of Christmas past is haunting boardrooms with ideas that are as out of touch as a rotary phone.And how about the strategy, if we can call it that? Did they forget this is a divided world? Because their strategy blends worlds as seamlessly as oil on water. M&S, in trying to be a ‘hybrid’ brand that appeals to everyone, ends up connecting with no one. It’s like watching your grandma try to use Snapchat - it just doesn’t land.
Remember, an ad can be a force for good, a uniter of generations. Instead, we’ve got a concept that’s about as coherent as a soap opera plot and as warmly received as a lump of coal.
So, in the spirit of tradition, I raise a glass to the agency world - may your next brainstorm bring more than just a shitstorm. Because if you’re going to burn money, at least do it by the fireplace, with a little dignity and a lot less irony.
#advertising#marketing#agencylife#christmas#marksandspencer#csr
Write a simpler brief and watch the creative work flourish.
Simplifying briefs is not an easy task. It’s hard to get them through the system. But when the whole team believes and fights the right battles more often than not, a short one line brief with the product benefit at the core emerges.
From then on it’s pure creative joy.
5 things you can learn from how Bacardi + Nike Communications, Inc. partner with + empower creators of all backgrounds. So grateful to have been able to build the long-term relationship with multi-talented dancer, host, and AAPI advocate @sheelaawe X Bacardi over the past 9 months through the Carta Collective. Here's how this team is doing it differently:
1. It's a LONG-TERM partnership formed around aligned values.
2. They prioritize building a real relationship, not a transactional one by making the time to check in on video calls throughout the entire partnership.
3. They care about Sheela outside of the program - they reached out to be integrated into Sheela's Lunar New Year MIXer. Again it's the authentic relationship that made Sheela feel supported and seen.
4. They build a community of like-minded creators that are now friends, collaborators, and Bacardi stans through the Carta Collective long-term program.
5. They create COOL creator-centric IRL experiences. Sheela went to Gov Ball and the VMA's this past year and they are programming and elevating even more for 2024. Creating programming thinking about "is this something creators will actually enjoy" is super impactful.
This is how creator partnerships THRIVE!
#creatoreconomy#brandedcontent#creativeagency#authenticitymatters
For one Sunday of every year, people gather in living rooms and bars in the US to give their undivided attention to commercial breaks, which is why so many advertisers jumped at the chance to pay $7 million for 30 seconds of Super Bowl LVIII airtime.
The ads we see while watching the big game can tell us a lot about the current consumer spending landscape—including which industries and businesses are hot or want to be.
Ladies, personal care giants are coming for our wallets. Riding a wave of increased female viewership that’s been boosted by Taylor Swift’s relationship with Kansas City’s star tight end, NYX Cosmetics and CeraVe (both owned by L’Oreal) are placing their first Super Bowl ads, Dove is returning for the first time in 18 years, and E.l.f. Cosmetics is back for the second year in a row. And even many nonbeauty brands have opted for women guest stars, like Kris Jenner for Oreo.
First-time advertisers include…MGM’s online sportsbook BetMGM, Drumstick ice cream, Nerds, Lindt chocolate, Starry, Silk almond milk,
the sports drink Bodyarmor, Popeyes, and Etsy.
The companies that have graced our screens for every Super Bowl Sunday since at least 2020 are Bud Light, Michelob Ultra, Doritos, Pringles, Squarespace, TurboTax, T-Mobile, and Universal Pictures.
From 2021 on, Hellmann’s, E-Trade, and Skechers have also been consistent advertisers. This year, for the first time since 2014, the car mat manufacturer WeatherTech will not have an ad spot.
Morning Brew#superbowl#supersunday#football#americanfootball#commercials#advertising#advertisement
“Ad Whisperer.” Highly Sought Advisor to Agencies, CMOs and Brands on Adtech and The Future of Marketing ^^ Editor in Chief @ ADOTAT | AdTech | Marketing
Macy’s is clearly gunning for a starring role in retail’s next big season, and they just hired their latest showrunner: Jason Holzman, fresh off a long stint at NBCUniversal’s Peacock. Under CEO Tony Spring’s watch, Macy’s is reshaping its exec team faster than they can change window displays. Holzman, now senior VP of creative and production, brings 17 years of experience in media and entertainment, where he helped launch Peacock and crafted ads at agencies like BBDO.
Now, he’s expected to turn Macy’s campaigns into the stuff of creative legend—think less mall mannequin, more marquee masterpiece.
It’s a bold move, but bold moves are Macy’s thing lately. Spring, who’s been fending off real estate vultures since taking over in January, managed to kill a $6.9 billion takeover attempt from investors who wanted to cash in on Macy’s property portfolio.
After giving them a firm "no thanks" in July, Spring’s clearly decided to double down on Macy’s core identity instead of letting the brand get flipped into a department-store-slash-condo-complex. It’s all about keeping Macy’s relevant in the age of Amazon and TikTok, and Holzman’s storytelling chops are the latest piece of that puzzle.
Holzman will report to Sharon Otterman, Macy’s CMO and fellow NBC alum, who’s banking on him to bring some Hollywood drama to their campaigns. His mission? To create the kind of integrated, cross-channel storytelling that has customers thinking of Macy’s as more than just the home of Santa Claus and Fourth of July fireworks.
Let’s just hope he’s got some magic left from his Peacock days, because retail is a cutthroat show, and Macy’s is determined to stay off the clearance rack.
In this new Tactics + Insights Guide from Collective Voice, learn the critical tactics and takeaways brands and marketers need to know to create effective creator campaigns. Based on a recent webinar, this guide features the successful long-term partnership that Collective Voice helped Saks and The Mom Edit achieve — and the jeans campaign that drove results that exceeded the two teams’ expectations. Sponsored by Collective Voice.
Read the guide here: https://buff.ly/3RfyO0u
Independent retail consultant
3moWow this is the Macy’s I remember welcome back to your future greatness!