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Pitch won by: Badge and Winters


Pitch

PITCH

Agency of Record

TargetSUMMARY | About this pitch

JC Penney is celebrating the new year with a new agency. The Plano, Texas-based department store recently parted ways with McGarryBowen, its agency of record since 2015, and has awarded its account to New York-based Badger & Winters.

Partnering with Badger & Winters, an agency known for powerful, social-driven campaigns such as #WomenNotObjects, marks a new direction for the retailer, which hired Marci Grebstein as CMO in May. New work is expected to debut this spring.

"Badger & Winters has a proven track record of helping brands grow loyal and lasting relationships with women consumers," says a JC Penney spokeswoman.

"We always put our values, our beliefs, our empathy at the forefront of all of our work so to work with a great American brand that puts that first as well is an honor," says Jim Winters, president at Badger & Winters.

A JC Penney spokeswoman says the brand will continue to work with McGarryBowen on its agency transition, and that its last work will air by the end of the first quarter of 2018.

"McGarryBowen has worked with us over the past two years and played an integral role in helping us shape and communicate our value message," JC Penney said in a statement.

Client CLIENT | JC Penney's Customer Analysis


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