A pilot of Identify Sync, which leverages de-identified person-based identifiers, attributed 96% of conversions to marketing touch points with consumers.
To promote a new formula for the beverage, the multichannel effort includes an "ambitious" digital and social push showing people dancing to an original song.
Launched in August to little fanfare, the Macy's Media Network aligns with how other retailers are trying to combine existing capabilities in areas like loyalty with advertising sales.
Speaking to Marketing Dive, Ivan Pollard said he believes agencies can't go back to the old AOR model and dished on how the company is working with partners like Walmart and Amazon.
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