Federated targets elusive middle with Macy's; New marketing chief must create one midtier brand out of many units.(News)(Federated Department Stores Inc.)(Anne MacDonald)

Crain's New York Business, March, 2006 by From Advertising Age

Byline: From Advertising Age, a Crain publication. Transforming a well-known regional retail name into a national icon is a bold play, even for risk-taker Anne MacDonald. But Federated Department Stores is wagering that Ms. MacDonald, the company's new chief marketing officer, will help Federated do what no other department store has been able to: create a midrange to upscale national brand in Macy's.

Some stores, like Sears, J.C. Penney and Kohl's, have succeeded at a lower-range price point, but none in the middle. Selecting a veteran marketer is a major departure from Federated's standard practice. "What a novel idea--having someone in charge of marketing who actually knows about marketing,'' says one former Federated executive. Ms. MacDonald, 50,...

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