From a consumer standpoint, these beginnings of the seasons represent so much hope and excitement, but they're also pretty stressful. Since we are known for our humanity and relatability, why not make it a gift guide in terms of a person versus just a paper form to really be able to bring it to life?
The excitement that Allison Brie represents in terms of the Gift Guide, but also the relatability, was very important for us. Every spot has that moment where we break that fourth wall, turn to the camera and relate how we really feel.
The holiday campaign and the retailer's iconic Thanksgiving Day parade are the first under Otterman, who joined Macy's nearly a year ago after stints at Caesars Entertainment, the Madison Square Garden Company and NBCUniversal's news division.
What we're seeing this year is different than previous years because the landscape of retail is constantly evolving. We want to engage with consumers in more personalized ways.
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