Macy’s Ramps Up Automated Digital Creative In Expanded Partnership With Madras

September 27, 2018

Dive Brief:

Macy’s has expanded its relationship with brand commerce agency Madras Global for creative automation across its e-commerce platform, according to a news release provided to Marketing Dive. Portions of this work had been previously handled by Madras’ sister company 2adpro since 2011.

Madras will work with Macy’s internal teams to provide high-volume digital advertising and marketing services, including retouching, email and site content for the full Macy’s and portfolio. A key focus of the deal is helping the retailer create and manage more than 9 million product images that run annually across the website, promotions and landing pages.

Macy’s will have access to Madras’ strategic and creative teams and the company’s platform, called JDX, to allow for dynamic workflow and asset management collaboration. “Our always on approach to marketing with the goal of creating customized and relevant connections with our customers will be further enabled by the scalability and speed of delivery that Madras brings to the table,” said Chuck Hansen, group vice-president, marketing operations for Macy’s, in a statement.

Dive Insight:

Automation across marketing functions continues to grow, with creative one important area of focus, as the Macy’s news shows. That the retailer is expanding an existing relationship points to how some bricks-and-mortar are increasing their focus on e-commerce as more consumers browse and purchase online by scaling up strategies that were previously in place. With net sales dropping for Macy’s, the retailer Macy’s has been working to grow its e-commerce business and adding tech-focused in-store features to attract younger shoppers. The company also plans to have mobile checkout at all of its stores by the end of the year.

In the digital realm, being able to push out relevant emails and other marketing content as quickly as possible and at scale can help brands drive performance by controlling costs while being more responsive to consumers needs. Global marketing automation spend is projected to reach $25.1 billion by 2023, up from $11.4 billion in 2017, according to Forrester. Fifty-five percent of CMOs are planning to increase spending on marketing technology over the next year.

Macy’s sizable content collection includes social media, where the retailer recenlty redesigned its Instagram feed, launched a page dedicated to men’s fashion and expanded its Style Crew influencer network, which now numbers more than 300. The expanded partnership with Madras will help Macy’s manage its expansive content needs so that it can quickly create and execute scalable digital strategies and content.

Source :

The Ad2pro Group’s Jdx Platform Wins Digiday Technology Award

September 27, 2018

Recognition as best CMS & Web Content Management Platform validates JDX as a key growth driver of the Company’s 2adpro and Madras Global divisions.

NEW YORK (September 27, 2018) – The Ad2Pro Group, which provides strategy, creative and content automation to global brands and media companies, has won Best CMS & Web Content Management Platform for its JDX technology in the 2018 Digiday Technology Awards, a premier industry competition for advertising-related technologies.

JDX is a customizable, cloud-based workflow system that supports the creation and delivery of of digital content by brands, publishers and partners in a flexible scalable and cost-effective way. JDX also pushes creative content directly onto ad servers, thus supporting the entire life-cycle of digital content seamlessly on a single platform.

The two operating divisions of Ad2pro – creative automation provider 2adpro Media Solutions, and brand commerce agency Madras, – leverage JDX to manage content development and delivery for such companies as Macy’s, Gatehouse Media, and Lenovo. Together, 2adpro and Madras publish over two million pieces of advertising content annually.

“This award recognizes JDX among the best, most innovative software platforms, in a hotly competitive sector,” said Todd Brownrout, CEO of The Ad2Pro Group. “In the process, it validates the power of our underlying systems and affirms the investment we continue to make in technology.”

“From the day we started Ad2pro we recognized that technology would make us stand out from the competition,” added Gopal Krishnan, Executive Chairman of Ad2pro. “This award is further evidence that JDX and Ad2pro are truly best in class.”

In January, Ad2Pro escalated its technology investment by hiring Silicon Valley technology veteran Shiva Kris as Chief Technology Officer. Kris’ career includes key roles at 24/7 Media and Yahoo. Since joining in January, Kris has led a rapid expansion of Ad2Pro’s development teams, which fuel the double-digit growth of Ad2Pro’s businesses. Recently, Madras has added Patheon, Shark Ninja and Salt Financial to its customer portfolio, while 2adpro has expanded its global client base and significantly expanded its tech-enabled AdOperations practice.

“Marketing, advertising and media technology are among the most competitive, most rapidly evolving industries out there,” said Max Willens, platforms reporter at Digiday. “It’s no accident that our awards list is filled with global behemoths as well as fast-growing startups.”

About The Ad2pro Group (
Established in 2006, The Ad2pro Group (ad2pro Media Solutions Pvt. Ltd.) is a leading global marketing services company that develops and delivers strategic creative, low-cost implementation and technology solutions to the world’s leading brands and media companies. The Ad2pro Group ( is comprised of 2Adpro Media Solutions ( and Madras Global (

2Adpro serves prestigious media companies such as News Corp (AUS), Tegna Television Group (US), Gatehouse Media (US), Fairfax Publishing (AUS and NZ), and Newsquest Media (UK), with on-demand creative and technology automation services.

Madras is a global brand commerce agency that works with global brands such as Macy’s, Salt Financial, Patheon, part of Thermo Fisher Scientific, Shark/Ninja, HH Brown, Travel Tours, and American Outdoorsman. It is a full service creative agency specializing in strategy and planning, brand communications, websites, social and mobile campaigns, experiential and engagement, content fulfillment and execution.

Ad2pro Group is powered by its integrated Ad Ops technology platform and proprietary workflow and automation solution, JDX. The Company has offices in India (Bangalore, Chennai) the US (New York, Los Angeles, Austin), the UK (London) and Australia (Melbourne).

About the Digiday Technology Awards

The Digiday Technology Awards recognize the technology bringing transparency, efficiency, and effectiveness to the media and marketing processes.
For more information, visit

Macy’s Partners With Madras Global For Creative Automation

September 25, 2018

Madras will collaborate with Macy’s Marketing teams to support the retail giant’s high-volume e-commerce marketing operations including executing select digital strategies, on and offline advertising, and content development

NEW YORK, NY (September 25, 2018) – After a rigorous review process Macy’s has partnered with Madras Global to support creative automation work for Macy’s e-commerce platform, in collaboration with Macy’s existing internal teams. Madras was tapped to provide high-volume digital advertising and marketing services, from high-speed retouching to delivery of email and site content that will support the entire Macy’s and portfolio.

Since 2011, portions of the creative production and retouching work for had been handled by Madras’ sister company, 2adpro. In addition to the high-volume, high-speed delivery operation they have been accustomed to, this new partnership gives Macy’s access to Madras’ big brand strategic and creative teams.

“Madras was built to enable our clients to deploy their marketing dollars as efficiently and effectively as possible while continuously delivering quality content,” said Fred Schuster, CEO of Madras. “We are thrilled to continue our relationship with Macy’s and to help them confront the challenges of a rapidly changing retail world.”

“We are excited to continue to build on our relationship with Madras as part of this next evolution of our creative partnership,” said Chuck Hansen, group vice-president, Marketing Operations for Macy’s. “Our always on approach to marketing with the goal of creating customized and relevant connections with our customers will be further enabled by the scalability and speed of delivery that Madras brings to the table.”

The expanded partnership plays into Madras’ strengths and unique operating model that combines lower priced and high-volume creative automation via their Indian operation, and high-value strategic and creative resources in New York and London. A critical component of this operation is Madras’ technology platform, called JDX, that allows dynamic workflow and asset management collaboration between Madras and Macy’s.

About Madras Global
Madras Global is a global brand commerce agency that seamlessly weaves story and delivery to create continuous content. To do so, they apply emotional brand building expertise and the application of data to cost effectively drive business performance.

Powered by JDX, their propriety Ad Ops Technology platform, Madras operates under a unique new business model that provides creative solutions in near-shore hubs of New York and London, that are cost-effectively executed via its off-shore creative and production teams in Bangalore and Chennai.

Madras works with global brands such as Macy’s, Patheon, part of Thermo Fisher Scientific, Shark/Ninja, Lenovo, Salt Financial, French Connection, HH Brown, Travel Tours, and American Outdoorsman providing full-service capabilities in strategy and planning, traditional brand communications, websites, social and mobile campaigns, experiential and engagement, content fulfillment and execution.

Madras is a division of The Ad2pro Group, a premier, tech-enabled, content delivery business providing high quality, high volume work for elite brands. In addition to Madras, the Ad2pro Group operates its 2Adpro Media Solutions division, which partners with prestigious media companies such as Tegna (US), Gatehouse (US), Fairfax (AUS and NZ), and Newsquest (UK), to offer on-demand creative and technology automation services.

For more information on Madras, visit, or follow Madras on Twitter at @MadrasGlobal and on

Madras Global Lands Macy’s Business

September 25, 2018

Macy’s is appointing Madras Global as its agency to serve as the retailer’s creative automation partner.

Madras will work with the in-house team responsible for Madras will create and manage content on, including product images, product descriptions, which essentially will account for all ecommerce advertising.

The size of the account was not disclosed.

Macy’s has pivoted away from traditional AOR relationships, except for creative, in recent years. The retailer launched this review to create a long-term relationship with an agency to handle their sizable content needs. That means creating and managing the more than 9 million images that run on the website annually, promotions and landing pages.

This account announcement, which may be the first time a major brand has announced this type of ecommerce alliance, underscores that creative automation is an increasingly important field.

Madras Global won out, in large measure, because of its sister company 2adpro’s history of delivering on these kinds of projects for Macy’s.

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Madras Global wins Best CMS & Web Content Management Platform for JDX

September 4, 2018

Madras Global is thrilled to announce that our proprietary Ad Ops technology platform, JDX, was recognized as the 2018 Best CMS and Web Content Management Platform by Digiday, a leading modern and cutting edge media publication. Other finalists in the category were WP Engine, New York Media and Adobe.

The Digiday Technology Awards recognizes the technology that brings transparency, efficiency, and effectiveness to the media and marketing processes for brands, agencies and publishers.