Macy's

Joe Feczko - SVP, Innovation, Integration & Broadcast
Betsy Spence - VP, Integrated Mktg.

JWT New York *Lead Agency

Robin Bardolia - Chief Strategic Officer, NA
Matt MacDonald - Co-CCP
Adrian Barrow - Head, Planning
Angela Brown - Acct. Director
Claire Capeci - Global Business Director
Craig Love - Creative Director
Shayne Millington - Creative Director
Hayley Parker - Planning Director

Macy's created "Yes, Virginia the Musical, a school play available to thousands of schools across the country in the most crowded and noisy retail period of the year. Our objective was to make our brand more relevant to local communities, in line with our business localization strategy, My Macy's. We created a branded toolkit that gave schools everything they needed to put on a successful play and awarded a $1000 production grant to 100 schools. Hundreds of schools participated, forging a closer tie between Macy's and more than 193 local store communities, driving 231 million earned media impressions, and a 28% increase in family store traffic as measured by Make-A-Wish letters to Santa.