CLIENT
JCPenney
Mike Boylson, EVP- CMO
Michael Cape, VP- Dir. of Brand Mktg. and Graphic Design
Todd Beurman, National Advertising Dir.
Tim Hewitt, National Advertising Broadcast Manager
AGENCY
Angela Whitby, SVP- Group Planning Dir.
James Scott, Account Supervisor
Paul Brourman, SVP- Group Creative Dir.
Cary Potterfield, VP- Executive Producer
Sonja Olson, Associate Creative Dir.
David Polston, SVP- Group Account Dir.
SUMMARY
2004 back-to-school season was more cluttered than ever, JCPenney and the competitors were all offering hot styles of the season at affordable prices. By gaining an in-depth understanding of how kids define style, and fashion, and translating that insight into advertising, we were able to convince kids and moms that JCPenney has the coolest fashion they were looking for. The result - JCPenney outdid the agile competitors and won the critical back-to-school battle despite a tough economic environment.
