Macy’s @ LatinVox.

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 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 compliment 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.

“The search for an agency was an exciting process and each agency offered very different and interesting concepts. I want to thank each of them for their hard work. Ultimately, we chose Latinvox because of their enthusiasm, insight on consumer behavior, and their ability to think outside the box,” continued Sachse.

“We are inspired by Macy’s and its pillars of sophistication, style and value that are also shared by the Latino communities, especially a strong number of confident and style-conscious Latinas,” commented Roberto Ramos, Latinvox President & CEO. “We are committed to work with Macy’s to build on their success in the Hispanic marketplace, and to further connect with a demanding and stylish shopper who wants to feel at home when they shop.”