- Macy’s has acquired the exclusive choice to develop a best-selling nonfiction book in regards to the women who shaped malls into a scripted TV series, in response to a press release.
- The retailer is in search of a showrunner and forged for its adaption of Julie Satow’s “When Women Ran Fifth Avenue: Glamour and Power on the Dawn of American Fashion,” which was published last yr. Macy’s CMO Sharon Otterman spearheaded the deal.
- Macy’s is well-known for live TV events like its annual Thanksgiving Day Parade, however the move represents a more ambitious try and wed brand and entertainment content together. Otterman, who became CMO two years ago, has prioritized telling a cohesive marketing story for Macy’s.
Brand integrations into popular TV programs are a decades-old tactic and have evolved further within the streaming era as a method to reach consumers who don’t need to be barraged with commercials. Macy’s is taking the concept a step further, optioning and developing its own scripted series, with a watch on spotlighting the customarily unsung role women played in shaping malls.
The strategy speaks to marketers’ growing deal with serving up entertainment that buyers will tune into organically as they contend with mounting promoting aversion. In one other example of the convergence between brand and premium content, Chick-fil-A recently announced an app that can come loaded with offerings starting from video games to original animated shows.
“When Women Ran Fifth Avenue” landed on best-seller lists from The New York Times and USA Today. It received praise in publications including The Wall Street Journal, which dubbed Satow’s work “fastidiously researched” and “compulsively readable,” with a pace akin to a page-turning novel.
The story tracks trailblazing women in retail, with profiles of figures such as Lord & Taylor’s Dorothy Shaver, Bonwit Teller’s Hortense Odlum and Henri Bendel’s Geraldine Stutz. Macy’s Margaret Getchell, considered one of the primary women within the industry to carry an executive role, will probably be added into the screen adaptation’s narrative.
“These are stories of resilience, ambition and creativity — women who understood the ability of storytelling and branding long before it was a business strategy,” said Otterman in a press statement.
Macy’s is aligning its crack into scripted content with a repute for hosting destination live viewing occasions. Last yr, the long-running Macy’s Thanksgiving Day Parade reached record viewership of 31.7 million viewers, the discharge said. The company recently renewed a 10-year rights take care of NBCUniversal to broadcast events just like the Macy’s Thanksgiving Day Parade and Macy’s 4th of July Fireworks.
It was not immediately clear what the host network or streaming platform for “When Women Ran Fifth Avenue” could be, but Macy’s stated the re-upped NBCU agreement will “proceed to propel Macy’s entertainment offerings beyond its world-renowned celebrations, as the brand continues to create stories value sharing.” Marketing Dive has reached out to Macy’s for further clarity and can update this story pending a response.
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