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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

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).

Additional Insight

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 BreakdownAccording 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
(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

Jamie Fuller 
Manager, Digital Marketing – Paid Search
(972) 431-3311
jfuller@jcp.com

OMD 
195 Broadway
27th Floor
New York, NY 10007
(212) 590-7100

Viviana Rodriguez 
Multicultural Supervisor
(212) 845-4953 (direct)
Viviana.Rodriguez@omd.com

Jessica Vassallo 
Associate Director, Print 
(212) 590-7100
 jessica.vassallo@omd.com

Diane Weeks 
Group Planning Director
(212) 590-7142 (direct)
diane.weeks@omd.com

Selena Powers-Enright 
Group Director, Digital (since June 2015)
(212) 590-7100
Selena.Powers-Enright@omd.com 

Blair Brzeski 
Associate Director, Digital Investment
(212) 590-7100
blair.brzeski@omd.com