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Macy’s Announces Hispanic Advertising Agency

Posted by Elena del Valle on May 9, 2005

 New York, NY–(HISPANIC PR WIRE – BUSINESS WIRE)–May 9, 2005–Macy’s announced today the selection of New York-based Latinvox to handle national advertising for the Hispanic market. Latinvox will primarily focus on creating broadcast media campaigns for Macy’s, Federated Department Store’s (NYSE:FD)(PCX:FD) largest store brand, for the Fall 2005 season. This important decision to partner with a Hispanic agency is an extension of Macy’s diversity initiative that is an integral part of the company’s business objectives. Macy’s long-term strategy is to build on the Hispanic customer base, which has quickly become the largest and fastest-growing U.S. ethnic group. “The Hispanic market is an increasingly important part of Macy’s core-customer base. It is critical for us to find new resources in order to reach out to this community. This partnership will complement existing multi cultural marketing initiatives that are being designed to more effectively message the Macy’s brand to our African American and Asian customer,” said Peter Sachse, Macy’s Corporate Marketing President and Chief Marketing Officer.

 Federated (, with corporate offices in Cincinnati and New York, is one of the nation’s leading department store retailers, with fiscal 2004 sales of more than $15.6 billion. Federated operates more than 450 stores in 34 states, Guam and Puerto Rico under the names of Macy’s and Bloomingdale’s. The company also operates and Bloomingdale’s By Mail. Latinvox ( is a 100% minority-owned Hispanic advertising and marketing agency helping clients communicate effectively with the U.S. Hispanic markets in a fully integrated fashion. Latinvox services include advertising, public relations, media planning and buying, research and consumer insights, direct and interactive marketing, events and promotions and branded content among others. Latinvox addresses its clients’ business opportunities through proprietary methodologies that touch upon key areas such as product and category relevance, consumer segmentation, media and channels optimization, culturally relevant creative executions and the tracking of return on investment.