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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

Hispanic, TV, Digital Opps: JCP launching second work from mcgarrybowen


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: At the beginning of February, here).

Sellers in these channels, especially Hispanic, should look then for increasing ad revenue as we roll into Q4. An edge may also go to sellers with proven strategies for reaching single moms. So far this year, TV spend is down for JCP, but this is likely to pick up as more work from mcgarrybowen is released. CMO Mary Beth West said that the messaging “works together for the first time,” so look for this messaging to be front and center as the retailer is trying to turn around sluggish sales. 

In addition to Dentsu Aegis’s mcgarrybowen, JCP’s agency roster includes: Narrative (social media). 

Additional Information

jcpenney-est-tv-spend-01-01-2015--12-31-2015 (1)

Target Audience: CMO Mary Beth West told AdAge that JCP’s typical shopper is the modern American mom who is looking for deals and has to juggle being the primary breadwinner in their family with raising children. West said: ”She doesn’t have the luxury of going to a store and walking out empty-handed. The definition of value to her has extended beyond price, quality and style — it’s also about her time and her effort.”

jcpenney-est-tv-spend-01-01-2015--12-31-2015

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. 

jcpenney-est-tv-spend-01-01-2016--02-24-2016

So far in 2016, JCP has spent $12.2 million on national TV ads – down from $25.1 million for the same period 2015. This, however, may be about to change with the launch of the new campaign. Sellers should note how show targeting has shifted slightly from 2015 to 2016 (see last chart).

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