Topic: J.C. Penney

JCPenney Hires a New Agency to Help Grow the Brand With Middle-Income Shoppers

Mcgarrybowen already working on spring marketing

JCPenney, the once-dominant American retail chain that has taken steps to right itself after a series of missteps in recent years, has chosen a new creative agency to lead its…

Evolve Media Acquires

Says brands want to target LGBT audience

Evolve Media today purchased the LGBT women's lifestyle site from Viacom for an undisclosed sum.  "It adds scale, unique affinity, and a unique additional interest and focus on the LGBT community…

JCPenney Returns to Lead Agency Model

Young & Rubicam takes on struggling brand

So much for JCPenney’s multiple creative agency offense. Seventeen months after sprinkling its business among several shops, the struggling retailer has reverted to a more classic lead agency model with the…

Penney-Saatchi Split Ends Single Lead Agency Model

Retailer shifts toward multi-shop approach

JCPenney’s split with Saatchi & Saatchi comes a month after the retailer added Peterson Milla Hooks to its creative roster and amid the company’s shift toward a multi-agency model. The merchant…

JCPenney Brings Holiday Cheer to Budget-Minded Customers

Campaign features social, mobile elements

Department store JCPenney is unveiling its Christmas 2011 advertising campaign, which aims to appeal to budget-minded shoppers while still bringing the holiday cheer. The ads, which ask customers “Who’s your…