JCPenney Corporation, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
In operation since 1902, J.C. Penney is a top retailer in the U.S. Clothing, shoes, jewelry, and home furnishings are sold in department stores across the country as well as in Puerto Rico. The company's direct business includes online store, jcp.com, which is one of the largest shopping web sites. J. C. Penney is headquartered in Plano, TX.
|Main Telephone||(972) 431-1000|
|Main Fax||(972) 431-9638|
JCPenney Corporation, Inc. ContactsContacts (5/60)
|Mary Beth W.||Chief Customer & Marketing Officer & Executive Vice President||TX|
Sample of Associated Brands
|Edward R.||Chief Financial Officer||TX|
|Therace R.||Executive Vice President & Chief Information Officer||TX|
|John T.||Executive Vice President & Chief Merchant||TX|
|Joe M.||Executive Vice President||TX|
|Arizona Jean Company||*|
|St. John's Bay||*|
|JCPenney Corporation, Inc.||*********|
|JCPenney Portrait Studios||*|
|******** ***********, ***.||**||Digital||2001||present|
|******** ***********, ***.||************||AOR - creative||2015||present|
|******** ***********, ***.||**********||digital, social||2015||present|
|******** ***********, ***.||***** ********||creative||unknown||present|
|******** ***********, ***.||***||creative, digital, social||2013||present|
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Spring 2016 Media Update: JCP names creative AOR for new campaigns
Subject: print, TV, omnichannel, mobile, digital, social media, sponsorship
Company: J.C. Penney (JCP), the clothing, shoes, jewelry and home furnishings department store headquartered in Plano, Texas.
Update (10/8): We’ve just received confirmation of a couple of contacts on the JCP team at OMD, including Hispanic, print and digital (see below). Read more about JCP’s plans below, and keep in mind that print and Hispanic are priorities for the retailer moving into Q4.
Opportunity: JCP has decided to shift creative duties to Dentsu Aegis’s here), so we hope you’ve had them on your radar. Now is the time for sellers to reach out and nail down dollars for the impending spring campaigns. Quick note about Q4 plans: we understand that JCP will be leaning heavily on print, instead of digital, for Q4 campaigns, so it is possible that there are still dollars available for holiday pushes.
In March, JCP retained Omnicom's here).
Incumbent: MDC’s Victor & Spoils was on social media.
Media Spend: According to Kantar Media, JCP spent $427.9 million on measured media in 2014, 6% down from $456.3 million in 2013.
TV Breakdown: Per iSpot.tv, JCP spent $202 million on national TV spots last year. Due to its sponsorship, it isn't surprising that JCP spent the most ($15.3 million) to air ads during the XXII Winter Olympics and the Oscars ($8.5 million). Note that Berman also led JCP's marketing as it pushed harder into Hispanic channels, including spending $7.5 million to air ads on Univision during the 2014 FIFA World Cup.
Other targeted TV shows include “The Big Bang Theory (CBS),” “The Talk (CBS),” “Good Morning America (ABC),” “Modern Family (ABC)” and “Castle (ABC).”
So far in 2015, national TV spend has stayed relatively flat compared to the same period last year (it has decreased only 6.5% to $118.3 million). Show/channel targeting as remained largely the same in 2015.
Digital Breakdown: According to Moat, JCP has run 398 creatives on 1,826 publishers so far this year (10% mobile). Note that the top ad destination for 2015 is univision.com and telemundo.com is No. 5. Other top destinations include instyle.com, peoplestylewatch.com and go.com. For the same period in 2014, JCP ran 637 creatives on 1,416 publishers, including bhg.com and marthastewartweddings.com.
Even though JCP has increased digital marketing in 2015, SOV still lags behind competition. When compared to its two biggest national competitors, Sears and Kohl's, JCP comes in third with 27.3% SOV for standard display ads on all publishers (Kohl's and Sears have 36.02% and 36.67%, respectively). However, when you compare SOV over just the Top 100 publishers, JCP's SOV goes up to 62.3%, over Kohl's 19.7% and Sears' 17.8%. JCP is going after high-profile portal, magazine, sports, media and entertainment websites, so keep that in mind when going after ad dollars.
Note that while JCP lags a little behind in standard display ads, when it comes to mobile ads, it tops Sears and Kohl's with 70% SOV over the Top 100 publishers (and 50% over all publishers).
J.C. Penney Corporation, Inc.
6501 Legacy Dr.
Plano, TX 75024
Mary Beth West
Chief Marketing Officer
Direct Dial: (972) 431-1934
Director, Multicultural Marketing
Manager, Digital Marketing – Paid Search
New York, NY 10007
(212) 845-4953 (direct)
Associate Director, Print
Group Planning Director
(212) 590-7142 (direct)
Group Director, Digital (since June 2015)
Associate Director, Digital Investment