Hasta La Creative!

Target’s data breach, which took place almost a year ago, is still racking up impressions — 150 billion to date. And CMO Jeff Jones didn’t shy away from adding a few more to that tally with a frank presentation at the ANA Masters of Marketing meeting.

“Don’t let a crisis force you to take stock of your brand assets,” Mr. Jones said. “Don’t get caught navel gazing like we did. If you just respond, you will be too late.”

Mr. Jones said the data breach provided an opportunity for Target to assess its brand and take action — “moments lead to momentum.” It became evident that as the industry and the world had changed, Target hadn’t.

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