Walton Isaacson named by Macy's as ad agency for its multicultural marketing

Macy’s has named Walton Isaacson as its marketing agency focused on multicultural consumers. Effective immediately, Walton Isaacson will have responsibility for thought leadership and strategic direction relating to Macy’s multicultural initiatives including quarterly activation ideas to engage multicultural consumers.
The focus of Macy’s engagement with Walton Isaacson is to support communication and interactions with Black and Hispanic audiences. The assignment, effective immediately, follows a formal RFP process and competitive review. It will be led out of Walton Isaacson’s New York office. The appointment is effective immediately.
Walton Isaacson will provide Macy’s with strategic and thought leadership for the Black and Latino segments for campaign ideas and consumer activations across traditional and non- traditional media channels
Over the course of the past six months, Macy’s as worked with Walton Isaacson on a few key initiatives including the Black History Month national tour and events focused on Black Style Innovators with Beverly Johnson, as well the American Icons campaign. These programs delivered engagement and results, said the statement, leading to Walton Isaacson’s appointment.
Aaron Walton, Walton Isaacson co-founder and partner, said, “We are delighted to be named as Macy’s multicultural agency. Enhancing brand equity among the multicultural core and its millennial shoppers represents a significant opportunity for the Macy’s brand today and tomorrow.”
Reginald Osborne, Walton Isaacson’s VP Black and LGBT consumer marketing, said, “Macy’s recognizes and celebrates the cultural heritage of their diverse consumers with targeted in-store events across the year including during Black History and Hispanic Heritage month, among others.  It is our job to help Macy’s further leverage those cultural events to enhance their brand affinity among multicultural consumer.”
Walton Isaacson succeeds Vox Collective on the assignment, which includes marketing and events that are designed to reach Black and Hispanic consumers.
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