How Macy's mixes tradition with new media

Geoffrey Precourt

Macy's was a lynchpin of social media long before anybody recognized the importance of authentic, exclusive content. Since 1924, the Macy's Thanksgiving Parade - a kick-off-the-holiday-season celebration that NBC started telecasting in 1948 - has been an American buzz machine for the New York City department store. And, in 1947, the film Miracle on 34th Street permanently locked Macy's into the US Christmas tradition.

Cultural history - even at peak shopping season - is stretched when it comes up against a new kind of always-on global digital marketplace. But, according to Jennifer Kasper, group vp/digital media and multicultural marketing at Macy's, the firm is digging its heels into its tradition, and using that legacy to embrace new consumers.

Jennifer Kasper addresses the ANA Media Leadership Conference / Photo credit: Rick Knecht