Publicis Groupe's Starcom has lost the $200 Federated Department Stores media account, which has been awarded to Mediaedge:cia without a review.

WPP's Mediaedge:cia will take over duties on the media planning and buying account, reports Reuters (via MediaBuyerPlanner). Starcom began handling the account in February 2006.

"While Starcom's skills were instrumental in helping relaunch the Macy's brand last year, we believe Mediaedge is better equipped to handle the brand on an ongoing basis," Federated spokesman Jim Sluzewski is quoted as saying.

MEC will be responsible for all of Macy's national ad spending, including TV, radio, magazines, out of home and online, writes AdWeek. Direct mail and local print will continue to be handled by the company's regional divisions.