GLOBAL- J.C. Penney has ends five-years relationship with incumbent Saatchi & Saatchi. The account estimated at USD350 Million.

J.C. Penney had added Peterson Milla Hooks to its creative roster in last month. The retailer also hired Mother recently.

The new approach represents a break with the company’s past practice of parking most of its business at a single shop. Before Saatchi—which had worked on the brand since 2006—the lead agency was DDB, and before that, Temerlain McClain.

The new strategy takes a page from Target’s old playbook. Before consolidating the bulk of its account at Wieden + Kennedy last year, Target employed multiple creative shops, including Wieden and Peterson Milla Hooks.

In that context, Penney’s shift is logical, given that new president Michael Francis used to run marketing at Target. Francis, who joined Penney in October, is overseeing marketing while the company seeks a new chief marketing officer. The last CMO, Mike Boylston, left in July.

Penney’s new CEO, Ron Johnson, also is ex-Target, though he spent his last 11 years at Apple, where he led retail efforts. Johnson joined Penney in November.

By: admin


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