Thursday, December 29, 2011

JC Penney takes a page out of Target's playbook...


Is JC Penney trying to tap into Target's merchandising and marketing success to become the new leader of "cheap & chic" retailing? It certainly seems that way. Taking a page out of Target's playbook, they've not only hired the Bullseye's former Chief Marketing Officer (Michael Francis) as their new president, but now they've hired their award-winning former ad agency as well. The MSP Business Journal is reporting that JC Penney has hired Peterson Milla Hooks, the agency responsible for Target's iconic campaigns, and have ditched their longtime agency Saatchi & Saatchi. As I told you a few months ago, Target dropped Peterson Milla Hooks back in May, which I find puzzling as they produced so many catchy and memorable campaigns for the retailer. Hopefully they'll create the same sort of marketing magic for JC Penney.

2 comments:

Ways2BWicked said...

Interesting. I've liked the way JCPenney was before but I can only imagine how it's going to be in the future. Thanks for all you do and Happy holidays!

Anne said...

JC Penney is already a well-kept secret, so I am happy they are upping their marketing game. In addition to already carrying lower-priced lines of designer brands (MNG by Mango) I've also noticed they have started engaging fashion bloggers to promote their products. Should be interesting to see how the changes impact their business.