JC Penney Hires Y&R to Help With Turnaround
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After a quick round of meetings with a handful of agencies, Sergio Zyman — the marketing consultant and former Coca-Cola exec brought on by the embattled retailer to help it chart a new course — has hired Y&R as its new creative agency of record.
“We’re excited to partner with Y&R on the implementation of our consumer marketing campaigns this year,” the company said in a statement. “Y&R is a highly regarded agency, and their strategic and creative contributions will help build JC Penney brand loyalty, as well as connect with customers during key shopping periods.”
By bringing on a big Madison Avenue agency, Mr. Zyman’s approach is decidedly counter to that of the former management, which dropped Publicis Groupe’s Saatchi & Saatchi to work with smaller independent shops, including Mother, New York, and Minneapolis-based Peterson Milla Hooks. JCP declined to comment on whether it would still work those agencies.
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