How cause-driven sponsorships allow Macy's to give a national brand local relevance
Geoffrey Precourt Warc
For Americans, there may be no more iconic sponsorship than the Macy's Thanksgiving Parade. On the morning of the last Thursday in November, the streets of New York City's Upper West Side become the stage for a parade of oversized inflated helium creatures - Mickey Mouse, Superman, Kung Fu Panda (new to the ensemble in 2010) - before a live audience of 1 million people and another 43.7 million who last year watched some or all of the parade at home.
For the 152-year-old...