Filed under: Deals, Consumer experience, Competitive strategy, Marketing and advertising

After reporting a disappointing decline in second-quarter earnings and sales last week, Macy’s (NYSE: M) is pulling out the big guns. Donald Trump and Martha Stewart are just two among a coterie of celebrities being employed in the department-store company’s $100 million advertising blitz.

New television spots for Macy’s - one of which will debut on September’s Emmy-Award broadcast - will also feature R&B singer Usher, Tim Gunn from Project Runway, chef Emeril Lagasse, and hip-hop mogul Sean “Puff Daddy” “P. Diddy” “Diddy” Combs.

Also on the roster as a celebrity endorser for the Cincinnati-based retailer is Jessica Simpson. Seems like a bit of a slap in the face to hometown boy (and erstwhile Simpson paramour) Nick Lachey.

Stewart, figurehead of Martha Stewart Living Omnimedia (NYSE: MSO), also is working with Macy’s on an exclusive line of Stewart-branded home products, which will launch this fall only in Macy’s stores.

Beth Gaston Moon is an analyst at Schaeffer’s Investment Research.

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This entry was posted on Thursday, August 23rd, 2007 at 2:37 pm and is filed under Stocks Money News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.