Posts Tagged ‘jcpenney’

Pennies from Heaven

Thursday, August 4th, 2011

This month jcpenney is launching “Pennies from Heaven,” a new program benefiting afterschool programs across the country. One in four students in the U.S. – roughly 15 million kids – is unsupervised between 3pm and 6pm each school day. Over the past decade, jcpenney has been an advocate of some of the leading youth organizations around, including the Boys & Girls Clubs of America, The Y, National 4-H and FIRST® robotics. Together with their customers, they’ve distributed more than $100 million to these programs throughout the country.

ROUND UP
Throughout the year, shoppers are invited to ’round up’ their jcpenney purchases to the nearest dollar and donate the difference to the Pennies from Heaven Program. In addition to in-store events, jcpenney is also providing the opportunity for people to donate online. From July 19 – August 27, connect through Pandora, Facebook, Twitter and more to collect virtual pennies. jcpenney will convert those virtual pennies to actual donations for afterschool programs across America.

Given jcpenney’s passion for this initiative and the ability to positively impact our youth, we would love your participation in their Pennies from Heaven Challenge.  Please help us reach the goal of 100,000,000 pennies!

Join the challenge at jcp.com/pennies

Category: Clients

King St. Q&A w/ Samantha Kimmel

Friday, May 20th, 2011

Sam & a friend in Barcelona

Samantha Kimmel is an AAE on jcpenney at SaatchiNY. She started with the agency through the intern program in the summer of 2010, and has been working with the jcp team since the start of this year. If you’re interested in learning more about Sam, be sure to check out her LinkedIn page.

WHAT DO YOU DO AT SAATCHI & SAATCHI?
I’m the mayor (on foursquare) . . . and an Assistant Account Executive on jcpenney.

WHAT WAS YOUR FIRST JOB?
This is actually my first job. I officially graduate college this Sunday. First internship was as a lab assistant at the Harvard University Laboratory for Clinical and Developmental Research. We studied people who engage in self-injury.

WHAT LED YOU ON THE PATH YOU’RE ON TODAY?
I read an article in a magazine about S&S, oddly enough. It seemed really cool. Then I interned at Publicis Mojo in Sydney and Publicis London – which ultimately brought me to Saatchi New York! I love psychology, but I wanted to do something with visible results, and a bit more creative . . . which combined = advertising.

WHAT ARE YOUR LOVEMARKS?
APPLE! I got my iphone (finally) a few weeks ago and I’m obsessed.

Chelsea Handler – I am mildly obsessed with everything Chelsea Handler.

The Yankees – despite losing the past 6 games straight (note, they finally won last night!), I can’t get enough of the Yankees. I watched every game with my dad and brother growing up.

WHAT’S YOUR FAVORITE AD (ALL TIME OR CURRENTLY)?
The Google Chrome – “It Gets Better” ad. I was watching TiVo and fast-forwarding commercials but this one grabbed my attention. I went back and watched it 5 times. I think this is amazing. It’s dually beneficial for the “It Gets Better” cause and Google Chrome. Great example of

SHOWING a product benefit, and really just inspiring.

IF YOU NEVER HAD TO WORK AGAIN, WHAT WOULD YOU WANT TO DO?
TRAVEL TRAVEL TRAVEL! And lay on the beach all day.

FAVORITE PLACE YOU’VE BEEN TO?
Three way tie between Fiji, Aruba and Barcelona. Fiji is just the most beautiful place I’ve ever been to. Breathtakingly beautiful. Aruba is my second home, I’ve been going since I was little and I can’t wait to go back in February. Barcelona – patatas bravas, Gaudi, the Mediterranean Sea, sandcastles, and Sangria – enough said?

WHAT’S YOUR MOST PRIZED POSSESSION?
My chanel shoes. I worked for 4 months at Publicis London to pay for them, and they live on a glass bookshelf next to my bed.

DO YOU HAVE A FAVORITE YOUTUBE VIDEO?
Favorite YouTube video is the Google Chrome Ad (see above). I cannot stop watching it – I am dying to get involved in this project. Does anyone have more information about “It Gets Better?” What an amazing message and what a unique way to tell it.

WHAT’S SOMETHING YOU MAKE REALLY WELL?
Pastrami sandwiches with pickles. Was this a cooking question or am I just confused?

WHAT’S YOUR FAVORITE WARM-WEATHER NYC ACTIVITY?
Reading Chelsea Handler memoirs and eating bagels on my roof deck. So peaceful.

WHAT’S YOUR FAVORITE LUNCHTIME SPOT NEAR THE OFFICE?
Mae Mae. Best grilled cheese in NYC. And I LOVE the pickles too. Everything is grown locally, as well. I am also a huge fan of the food trucks – particularly the Kimchi Taco truck that comes on Thursday’s and the Rickshaw Dumpling truck.

WHAT’S YOUR GO TO KARAOKE SONG? (COME ON, WE KNOW YOU HAVE ONE).
I do not support karaoke. But my college roommate Elisabeth Norvik does a really great “What’s Going On” by 4 Non Blondes.

WHAT’S THE BEST MEAL YOU’VE EVER HAD?
Kobe beef meatballs with whipped ricotta cheese at Lavo, Las Vegas. Also, eggs benedict at Tartine.

IF YOU COULD BE THE WORLD RECORD HOLDER OF ANYTHING, WHAT WOULD IT BE?
Holding my breath underwater.

WHAT’S YOUR FAVORITE CREATIVE PURSUIT?
Writing. I love to watch people and write about them. I create my version of their life story.

WHAT BLOGS/MAGAZINES/BOOKS/PAPERS/WEBSITES CAN YOU NOT LIVE WITHOUT?
I’m going to substitute blogs/magazines/books with TV. I can’t live without Bravo shows.

WHAT’S THE LAST GREAT EVENT YOU WENT TO?
Kim Kardashian’s pool party in Vegas last month . . . just kidding . . . but seriously . . .

WHAT’S THE BEST PIECE OF ADVICE YOU’VE EVER RECEIVED?
Do what makes you happy. It’s underrated and overstated, but it’s the only thing that really matters.

WHAT’S YOUR GREATEST NOTHING IS IMPOSSIBLE STORY?
I don’t have one worth telling YET, but I am working on it. In the meantime, here is a quote that embodies my vision of Nothing Is Impossible:

“I wanted to be a writer, I made myself a writer. I want a ridiculously extravagant pair of shoes, I find a way to buy them.”

Category: King St. Q&A, Our People

jcpenney’s new look

Wednesday, March 2nd, 2011

Well, it’s over. With last weekend’s Oscar festivities, awards season finally comes to a close. The big night was a lot of fun, but we were especially excited for  the exposure received by SaatchiNY client jcpenney, who unveiled their new spring campaign.

NEW DAY. NEW LOOK.
jcpenney used the big-time exposure of the Academy Awards to roll-out their new spring campaign, new tagline and a new company logo. The new campaign builds on the company’s “New look. New day. Who knew!” marketing platform with a new tagline “We make it affordable, you make it yours.” jcpenney’s new campaign underscores its dramatic style authority transformation and recent initiatives to provide customers the fashion they seek to create their unique style – all at an affordable price point.

The Oscars commercials included spots highlighting jcpenney’s array of women’s and men’s fashion offerings, as well as separate spots on key brand initiatives like Liz Claiborne, MNG by Mango, People StyleWatch and Cindy Crawford Style. Following the show, the broadcast commercials will continue to air over the next few weeks on highly-rated prime-time and cable programs.

SPRING FASHIONS & SOCIAL NETWORKS
In select local markets, jcpenney also aired vignettes featuring “Because I’m Addicted” fashion blogger Geri Hirsch showcasing jcpenney spring fashions (embedded above). Additional looks styled by Geri were uploaded on jcpenney’s Facebook page, where fans can shop the looks and vote on their favorite. This month, jcpenney will also use Facebook to launch it’s a “Shop Like a Celebrity” sweepstakes. Beginning March 18, consumers can enter to win a high-end trip to Manhattan, $500 jcpenney gift card and fashion advice from Mia Morgan, celebrity stylist and fashion blogger for “The Fashion Alchemist.”

And in another social space, jcpenney also ran a live Twitter contest on the night, tweeting six trivia questions about Oscars fashion (#OscarsTrivia) throughout the night. jcpenney awarded the first response tweet for each question mentioning jcpenney a $20 jcpenney gift card.

Front page image featuring a look from MNG by Mango

Category: Clients, Creative, Film & Television

Oscars & Ads

Thursday, February 24th, 2011

A scene from last year's Academy Awards

It’s that magical time of year again – Oscar Season. After two whirlwind months of heavy dramas (we’re looking at you, Winters Bone and Blue Valentine), tour-de-force performances (yes, Colin Firth was that good) and a plethora of controversial lead-up awards, the night of glitz & glamor is this Sunday. 41.3 million people watched last year’s awards – which means it’s nearly as big a night for TVC’s as the Super Bowl.

THE BIG NIGHT
We’re excited about a lot of stuff for Sunday night. The intrigue of the big category toss-ups – The Kings Speech vs. The Social Network (Best Picture); Natalie Portman vs. Annette Benning (Best Actress); David Fincher vs. Darren Aronofsky (Best Director). The hosting scorecard – can Hollywood A-Listers Anne Hathaway & James Franco be entertaining for the entire 4 hour broadcast? The fashion!

YOUR PICKS
But what’s really interesting for us about the Oscars, is what an important day it’s become for the ad industry. It’s the Super Bowl for the entertainment industry, and that means big new adverts airing in a tightrope situation . . . which always makes for great TV. We’ve even got some new work airing, with the roll-out of JC Penney’s spring line campaign (we’ll have more on that next week). The H/H team would love for you to keep track of your favorite (and least favorite) spots of the night. Next week we’ll try to put together a best-of list to share with the world.

Category: Creative, Film & Television

Add an Angel to Your List

Thursday, December 2nd, 2010

Amanda Perring is an Account Executive at SaatchiNY. Below, she gives us some insight into JCPenney’s holiday gift giving campaign, as well as the above commercial promoting the event.


THE ANGEL TREE GIVING PROGRAM
JCPenney and The Salvation Army have joined forces this holiday season to give joy to those less fortunate. Through the online Angel Giving Tree Program, you can conveniently adopt an Angel – a child or senior in need –at www.jcp.com/angel. For a more personalized experience, you can even select an Angel based on age, gender or location.

After adopting an Angel, you have the flexibility to purchase gifts at jcp.com, in JCPenney stores or at any retailer of your choice. Gifts purchased through jcp.com will ship free of charge, making it easier than ever to give this holiday season.

WE BELIEVE IN ANGELS
Inspired by this cause, we developed a television spot that highlighted the Angel Giving Tree program and JCPenney’s involvement, while driving customer participation. To capture the joy of giving, we focused on tight shots of children and seniors receiving and opening Christmas gifts. Through these emotional vignettes, we balanced hope, corporate responsibility and a strong call to action.

HOW YOU CAN HELP
There are still thousands of children and seniors nationwide in need of your help.  Please add an Angel to your list and help us give joy this holiday season!

For more information about the Angel Giving Tree program or to adopt your Angel, please visit www.jcp.com/angel. Please note that adoptions and online purchases must be made before Friday, December 10 so sign up soon!

Category: Clients, Film & Television, Sustainability

JCPenney to Sponsor National Student Advertising Competition

Wednesday, September 1st, 2010

The 2009 NSAC winning team from Syracuse University.

SaatchiNY is always excited when clients get involved with cool events, and this is a perfect example. JCPenney announced last week that they’ll be the official sponsor of the 2011 American Advertising Federation (AAF) National Student Advertising Competition (NSAC). Almost 150,000 students have launched their careers in advertising throughout the competition’s 38 years. The competition is designed to provide college students the hands-on, practical experience necessary to be competitive within the industry.

The Break Down

In the annual competition, college chapters representing regions from across the country go head to head in developing an end-to-end marketing plan. Each chapter develops a 32-page marketing campaign and a 20 minute presentation that pertains to a case study co-authored by the sponsor of the event (this year – JCPenney) and AAF Academic Committee. To get to the finals, teams must first win a district level competition to earn the right to represent their region.

This year, student teams will pitch their campaign to a judging panel selected by the JCPenney during the National Conference held in San Diego, June 2-4, 2011. The quality of work that these teams turn out each year is remarkable. So much so, that sponsors often implement ideas that were churned out by the students.

The Student Perspective

After competing in the NSAC competition for four consecutive years, I can honestly say that it was the single-most beneficial activity I have ever taken part in during my entire educational career. NSAC is more than merely an advertising competition. It offers us a way to practically and organically learn methods of collaboration, management, problem solving, and critical thinking. It streamlines our creative process. It develops us into leaders.  Learning in the classroom is, obviously, a necessity, but it is the conjunction of an extracurricular medium that allows us to gain an experiential knowledge of what we are learning and to begin to understand exactly how powerful implementing these tools can be.

–  Andreas Robichaux, Chapman University NSAC team member, 2010 National Champion.

Above image of 2009 winners from the AAF website. Front Page Image of 2010 winners from Chapman University from tom.arthur.

Category: Awards, Clients, Creative

“Getting Away with Manliness”

Monday, March 22nd, 2010

T-Mobile “Life’s for Sharing” Best 1 in UK; leading US and UK awards for SaatchiX; JCPenney “Best Costume Design” at the Oscars; Miller High Life “one of the few brands that can get away with “manliness”; work for Visa, Lexus, Sony Ericsson; learning from Lovemarks;

Awards

T-Mobile Wins Top Prize at the BTAAs Saatchi & Saatchi scooped the top gong at last night’s British Television Advertising Awards, where its ‘Dance’ ad for T-Mobile was named Best Television Commercial of the Year. The spot also won two golds in the Telecommuni¬cations Services and Best Over 90-Second Commercial categories. CampaignLive, 11 March

Saatchi & Saatchi X USA Tops Local ADDY Awards Again Springdale, Arkansas – Saatchi & Saatchi X, for the second consecutive year, won the most awards and the top prize at the recent 30th annual Northwest Arkansas Advertising Federation ADDY Awards. Saatchi.com, 08 March

MCCA Best Awards Name Saatchi & Saatchi X UK ‘Agency of the Year’ Saatchi & Saatchi X London won the prestigious Agency of the Year Award at last week’s annual MCCA Best Awards. The leading shopper marketing agency also celebrated one of the biggest hauls of the evening, winning a total of four Merits and five Best Awards. Saatchi.com 09 March

Creative Work

For Marketers, a Different Set of Oscar Winners Best Costume Design: New commercials from JCPenney showed off to good advantage a closet’s worth of colorful, kicky women’s clothes bearing labels like Olsenboye and Bisou Bisou. Agency: Saatchi & Saatchi, New York. NY Times, 08 March

The High Life The attempted brand rejuvenation of Miller High Life over the last couple years has resulted in some incredible work. Saatchi & Saatchi New York won the Gold Press Lion at Cannes International Advertising Festival in 2009 for their ‘High Life Innovations’ campaign. Theyshootactors.com, 10 March

FIFA World Cup: Story Flows Better with Visa Saatchi & Saatchi’s Executive Creative Director Kate Stanners conceived the idea of a ‘couch potato’ football fan, getting up off his couch and running across continents to reach the World Cup stadium in South Africa. It’s interesting that this campaign did not use any CGI and the actors did their own stunts, including running with wild animals in Africa! Ibhat.com, 09 March

Lexus Spells Out Hybrids’ History Lexus has introduced a new campaign that showcases its hybrid vehicle line and reminds customers of the company’s five-year history of putting hybrids on the road. The campaign, from Team One in El Segundo, Calif., includes print, online and out-of-home advertising. AdWeek, 09 March

Diageo and Coca-Cola Enterprises Join for £4m Mixer and Spirit Push Coca-Cola Enterprises and Diageo Great Britain have teamed up to launch their biggest joint marketing campaign to date, in a bid to drive spirit and mixer sales in pubs and supermarkets. The ad campaign, created by Saatchi & Saatchi X, will include radio, print, outdoor and in-outlet POS, carrying the strapline ‘Together for a Better Summer’. Marketing Magazine, 10 March

Kareena Kapoor Signed on as Brand Ambassador of Sony Ericsson Actress Kareena Kapoor seems to be on an endorsement spree these days. After winning the Sony Vaio endorsement, Kapoor has now been signed on as the brand ambassador of Sony Ericsson mobile phones. Saatchi & Saatchi is the creative agency for the Sony Ericsson account. Businessofconema.com, 11 March

Jealous Girlfriends Solution (In Spanish) This wonderful advertising campaign is a product of the company Del Campo Nazca Saatchi & Saatchi for Andes beer, a riot of creativity and originality impressive outside conventional methods. Marcianos.com,10 March

Weekly Pitchlist Saatchi & Saatchi Canada creates a Claes Oldenburg-esque ad for Covergirl’s LashBlast mascara, co-opting subway turnstiles. Inthepitch.com, 08 March

Thought Leadership

Carl Wohlt: Learning from Starbucks “Kevin Roberts, in his book Lovemarks: the Future Beyond Brands, underscores the value of making emotional connections. To Roberts, the sensory connection is how “Lovemarks” – brands that “inspire loyalty beyond reason” – are created. The Lovemarks concept helps to explain why Starbucks remains one of the world’s top brands even though they’ve faced some serious marketplace challenges over the past several years.” Urbanophile.com, 09 March

Shopping Aisles at Cutting Edge of Consumer Research and Tech Andy Murray, worldwide CEO, Saatchi X, said that now is the time for retailers and manufacturers to be testing and learning. They won’t be done, he said, until they can mirror experiences like those on Amazon, which suggests complimentary purchases for every item put in the shopping cart. Mr. Murray maintains that 85% of purchase decisions have an emotional basis. For that reason, Saatchi now has a psychologist and an anthropologist on staff to analyze shopper data. AdAge, 15 March

The Winthrop Roundtable with Bob Seelert Bob Seelert has been the CEO of five companies in three different industries. Mr Seelert spent 23 years with General Foods Corporation and closely observed one of the biggest mega-mergers in US corporate history: the acquisition of General Foods by Philip Morris in 1985. Known for building brands and enacting numerous turnarounds, Mr Seelert has been World Chairman of Saatchi & Saatchi since 1997. College of Charleston, 08 March

Category: Media Scan

Fun & Flirty for JCPenney at the Oscars

Thursday, March 4th, 2010

Creative Work

Penney to Kick Off New Campaign During Oscars JCPenney says it will unleash its spring campaign, emphasizing its commitment to a higher level of fashion, during the Academy Awards presentation on Sunday. A company spokesperson says it makes sense to launch the Saatchi & Saatchi-created ads during the Academy Awards, since “we consider the Oscars the Super Bowl for women.” MediaPost.com, 01 March

JCPenney Pushing Style During Oscar Broadcast This is the ninth year that Penney has been the exclusive retail sponsor of the Academy Awards. It purchased six 30-second spots. The campaign, created by Saatchi & Saatchi, also uses social media venues such as jcp.com, Penney’s Facebook page and YouTube channel. DallasNews.com, 01 March

Memo Pad: Penney’s New Look for Spring JCPenney’s upcoming spring ad campaign focuses on the fun and flirty. The campaign, kicking off during the Academy Awards on Sunday with six 30-second spots created with Saatchi & Saatchi, introduces a new banner – “New look. New day. Who knew.” Wwd.com, 01 March

The Super-Branding Of Geneva As of March 1, 2010 Geneva, Switzerland, has its first protected logo created by Saatchi & Saatchi in tandem with a public/private sector pilot group that joined together cantonal, city, and local community representatives along with members of the hospitality and commercial sectors and Geneva’s tourism board. SwitzerlandTravel.com, 01 March

Case Study: Sightsavers At the end of 2008, the organization decided to create a new brand identity that would reflect their mission and increase awareness of the charity during its 60th birthday celebrations. Sightsavers chose Saatchi & Saatchi Design UK to develop the brand. The creative process was informed by internal research with staff from 20 country offices examining the identity of the organization and its future direction. SightSavers, 01 March

Extremely Long Lashes. LashBlast Extremely long brush. Extremely long lashes. LashBlast Length mascara. Advertising Agency: Saatchi & Saatchi Canada. Beauty-ADV, 26 February

Andes Beer: Teletransporter Oh if only the creatives of beer commercials could be inventors instead. Funny spot by Saatchi & Saatchi. WolfStories, 01 March

Labour Attacks George Osborne in New Print Campaign Shadow Chancellor George Osborne is the target of the latest Saatchi & Saatchi campaign for the Labour Party. The new press ad, which is running in Brighton to coincide with the Conservative Party spring conference, asks the public to consider whether Osborne has the level of competence needed to become the next Chancellor of the Exchequer. CampaignLive.com, 02 March

Sony and Canteen Launch Campaign to Raise $15m For Youth Cancer Centres Sony Foundation, the charity arm of the Sony group of companies, has launched an initiative in Australia in partnership with CanTeen to raise $15m over three years to fund youth cancer treatment centres. It is being promoted through TV, cinema, radio and press ads created by Saatchi & Saatchi, with media being handled by Starcom. Mumbrella.com, 02 March

Boy Next Door Becomes Star in Reality TV Campaign Some months ago, Saatchi & Saatchi Netherlands set out to shoot T-Mobile’s new TV campaign on the streets of Netherlands with real people. And the one question they had when they hit the streets was this – what would you do with all your extra minutes and texts? Saatchi.com, 03 March

Wellington Zoo: Meerkat There’s a new hospital drama in town. Our state-of-the-art animal hospital is now open. New episodes daily.” Advertising Agency: Saatchi & Saatchi Wellington, New Zealand.AdsOfTheWorld.com, 01 March

Awards

Saatchi & Saatchi is the Most Successful German Agency at One Show At this year’s One Show Entertainment Awards Saatchi & Saatchi Germany has been awarded two Pencils. The creative bunch in Frankfurt has received Gold and Bronze Pencils for their work for Piss Screen and Sony Ericsson. kulow-kommunikation.de, 27 February
Creative Work

10 Historic Marketing Breakthroughs and Their Legacy In January 2009, Saatchi & Saatchi launched T-Mobile’s ‘Life’s for Sharing’ campaign, which included flash mobs. In this case, it was a smartly choreographed dance routine in the middle of a London Tube station. The video became a YouTube phenomenon. Also including campaigns for Avis, the Marlboro Man and Barack Obama. MarketingNetwork.com, 26 February

Thought Leadership

For a “Crash Course” Sustainable MBA, Here’s Your Homework The results are in! The 3P reader poll we conducted 2 weeks ago received a lot of attention and traffic, and generated an interesting list of green business books that our readers consider important. The top vote getter was Strategy For Sustainability: A Business Manifesto, a strategy book, written by Adam Werbach, former President of the Sierra Club and Global CEO of sustainability consulting firm Saatchi & Saatchi S. Triplepundit.com, 01 March

In Conversation: Saatchi & Saatchi’s Bob Seelert In this edition of the Thought Leadership Project, I talk to Bob Seelert, who for the last 12 years has been the Chairman of Saatchi & Saatchi, one of the world’s leading creative ideas companies. His journey from small-town Connecticut to being CEO of five companies in three different industries, and a member of the board of directors of nine companies in the United States, England and France, reads like a script for “The Great American Success Story”. OperationsBuzz.com, 04 March

JCPenney Taps Most Promising Minority Students As part of the Company’s ongoing commitment to increasing the value of inclusion and diversity, JCPenney was the principal sponsor of the 14th Annual American Advertising Federation’s (AAF) Most Promising Minority Students Program. Participants learned first-hand the advertising and promotional execution surrounding the 2009 grand opening from those directly involved within the JCPenney marketing team as well as Saatchi & Saatchi, the company’s national advertising agency. MarketWatch.com, 03 March

New Business

Saatchi & Saatchi Wins Global Lurpak Account Saatchi & Saatchi has won the global advertising account for Lurpak after a shoot-out against the UK incumbent, Wieden & Kennedy London. The agency will now handle Lurpak’s advertising and develop a global brand strategy for all of its markets outside the UK, where W&K will continue to handle the business. DesignTaxi.com, 26 February

Category: Clients, Media Scan