Padulo Integrated of Toronto has been working with New York City-based Macy’s Northeast since last June, but because of the competitive nature of the business, the client has kept the relationship quiet until recently.

Two of the strategic assignments with which Padulo has been involved culminated in the launch last March of mixed-media campaigns.

One campaign, launched in several New England markets, announced the transition of the 30-store Jordan Marsh chain to the Macy’s name.

The second effort was a top-to-bottom repositioning of the home fashion/bedding side of Macy’s business which has resulted in an encouraging increase in sales for the department store.

Advertising spending for the entire Macy’s 63-store operation was approximately us$145 million in 1995.

Macy’s is a division of Federated Department Stores, which owns 231 retail outlets, operating under brand names such as Macy’s, Burdines, Bloomingdale’s, Bon Marche, Lazarus and Stern’s.