Integration of Message Across All Media Is Key to Victory
CHICAGO–DDB Worldwide’s ability to integrate a message across all media led J.C. Penney Co. to select the shop for its $200 million account, the retailer’s top marketing executive said.
DDB beat out fellow Omnicom Group agency BBDO New York for the Irving, Texas retailer’s account. Stephen Farley, senior vice president and chief marketing officer for Penney, said, “The galvanization of the entire DDB Worldwide network for the business” proved a winning edge.
DDB’s efforts included snagging veteran retail executive Gary Moss to run the business. Moss, who will be based in Chicago, was formerly vice president of marketing and advertising at DDB client Pep Boys, and also has been worldwide account manager for Procter & Gamble at Saatchi & Saatchi. He was recruited for Penney by Dick Rogers, president of DDB U.S.
DDB pitched a single creative idea and a tagline, which neither Farley nor agency officials would reveal, that will take shape in a campaign set to break in September. The work will target women, said Bob Scarpelli, chief creative officer for DDB in the U.S. The positioning was “very close” to what the retailer wants, and demonstrated an “understanding and passion for retail,” Farley said.
Omnicom’s OMD will handle media buying and Rapp Collins was chosen for direct work.
J.C. Penney is in the midst of a repositioning that includes marketing as well as closing unproductive stores and revamping its buying and distribution channels, Farley said. The chain’s previous shop was Temerlin McClain in Dallas, which did not participate in the review.
Cut from the review earlier were McCann-Erickson and Saatchi & Saatchi, both in New York.
Penney wants to better coordinate its message through its various outlets, from stores to catalogues to e-commerce, Farley said. “One of the issues (at the chain) is not having one total focus on all of its communications efforts,” he said.
“We offered an integrated approach that can be executed across every possible medium,” said Rogers. “I don’t think there was anything we didn’t come up with.” K
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