JC Penney Taps R/GA for Digital Work
24 Jan, 2013
The shop was brought on board at the end of last year and is expected to work with the retailer on a variety of digital projects. A JC Penney spokeswoman confirmed the relationship, but declined to offer details on the scope of work.
According to an agency spokeswoman, “R/GA was brought on based on their history of digital product, service and marketing innovation for a variety of retail clients.”
JC Penney previously worked with Razorfish on digital efforts.
Nearly a year ago CEO Ron Johnson introduced his plans to reinvent the department store to great fanfare. But he has been forced to adjust both the retailers’ marketing and its sales strategy amid slumping sales.
The upbeat, colorful marketing rolled out in the first half of 2012 made people rethink JC Penney and was entertaining, Mr. Johnson has said, but it didn’t reach the core customer and didn’t build the business. To that end, the brand shifted to more direct, product- and price-focused messages in the second half. Mr. Johnson has also shifted money from TV ads to print ads.
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