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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
Primary Address
Post Office Box 10001
Dallas, TX 75301-0001
USA

JCPenney Corporation, Inc. Contacts

Contacts (5/60)
Name Title State
Mary Beth W. Chief Customer & Marketing Officer & Executive Vice President TX
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (972) 431-1000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 10001
Dallas, TX
75301-0001
USA

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

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Arizona Jean Company *
St. John's Bay *
JCPenney.com ********
JCPenney Corporation, Inc. *********
JCPenney Portrait Studios *

Agency Relationships


Brand Agency Service From To
******** ***********, ***. ** Digital 2001 present
******** ***********, ***. ************ AOR - creative 2015 present
******** ***********, ***. ********** digital, social 2015 present
******** ***********, ***. ***** ******** creative unknown present
******** ***********, ***. *** creative, digital, social 2013 present

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DailyVista

Female Digital, TV Opps: JCP debuts first work from mcgarrybowen, begins appliance sales


Subject: print, TV, omnichannel, mobile, digital, social media, outdoor sponsorship

Company: Winmo), the clothing, shoes, jewelry and home furnishings department store headquartered in Plano, Texas.

Opportunity: After tapping Dentsu Aegis’s here), the agency has debuted its first work. The new campaign highlights JCP’s newest program, which will see the company sell appliances again after a 30-year hiatus. The 22-store test began earlier this year and the accompanying marketing campaign will initially air only in San Diego; Tampa, Fla. and San Antonio (starting today).

It will also feature preprint, OOH and digital buys. While the initial effort is highly localized, the results of the campaign will inform a national strategy moving forward. No word on exact timing, but all appliances will be available on the company’s website this spring, so sellers should reach out now for upcoming national TV, print, OOH and digital dollars.  It should also come as no surprise that JCP is running an English and Spanish-language version of the ad, as the retailer has been reaching out to the Hispanic community more and more over the last year (more here).

In March, JCP retained Omnicom's here).

Additional Information

Target Audience: For this particular ad campaign, JCP’s target audience is the 70% of JCP shoppers that are female and the key appliance buyers in a household.

Media Spend: According to Kantar Media, JCP spent $200.4 million on measured media through Q3 2015 – down from $262.5 million for the same period 2014. Most of 2015′s spend was allocated to broadcast ads ($158.6 million), while the remainder went to mostly to print ($32.4 million) and Hispanic media ($24.04 million).

TV Breakdown: Spot reports that JCP spent $129.9 million on national TV ads in 2015 – up from $116.1 million in 2014. See charts for 2015 channel/show targeting. 

Digital Breakdown: Per Moat, JCP ran 554 display ads on 2,342 publishers in 2015 (8% mobile). Top ad destinations included instyle.com, telemundo.com, epicurious.com and peoplestylewatch.com (71% placed site direct versus programmatic).  JCP also ran 309 high impact ads and 116 video ads last year.

For comparison, in 2014 the retailer ran 1,011 display ads on 3,582 publishers (13% mobile).  JCP also ran 1,042 high impact ads, but no video ads, in 2014.

Winmo)
6501 Legacy Dr.
Plano, TX 75024
(972) 431-1000

Mary Beth West 
Chief Marketing Officer 
Direct Dial: (972) 431-1934  

Lyris Leos 
Director, Multicultural Marketing
(972) 431-8627
lcleos@jcp.com

Victoria Rahimeh 
Digital Manager, SEO
(972) 431-1000
vrahimeh@jcp.com