Hasta La Creative!

Before its massive security breach late last year, Target had been working on a campaign to highlight its efforts to be a model corporate citizen, using the theme “Around for Good.” Once hackers had captured millions of its customers’ credit card numbers, Target CMO Jeff Jones decided to temporarily shelve the effort, saying that despite testing well with consumers, it still felt “tone deaf.”

Now Target will try again. “Fast forward a few months later, and we continue to monitor the data, and data is showing all the right signs of improvement,” Mr. Jones said. “The guest is sharing with us that they’re, frankly, tired of hearing about the breach in the media all the time, and they’re ready to move. That and our own intuition, we believe the time is right.”

So the retailer, which originally planned to break the work during the Olympics on NBC, instead plans to begin the the campaign on TV Sunday during ABC’s “Billboard Music Awards.” Four spots, three in English and one in Spanish, will run through June, in an effort to capitalize on spring sweeps. In addition to TV ads, the campaign includes cinema advertising and digital videos.

Continue reading at AdAge.com