JCPenney, one of the nation’s largest and most storied retailers, part of recently-formed Catalyst Brands, announced the appointment of VaynerMedia as its social and influencer marketing agency of record. VaynerMedia will deploy its modern social creative and production capabilities to drive measurable business results for the brand. In addition, JCPenney will leverage VaynerMedia’s social influencer seeding offering, which provides the brand with strategic influencer services to maximize relevance.
This strategic partnership, championed by Catalyst Brands’ EVP, Chief Customer and Marketing Officer Marisa Thalberg, aims to build a new groundswell of discovery around the range of fashion at JCPenney, combined with incredible deals. “VaynerMedia’s track record in modernizing brands is undeniable,” said Thalberg. “We’re confident that putting social at the center of our marketing is an essential part of awakening people to all that is, perhaps surprisingly to some, in store at JCPenney.”
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VaynerMedia believes that in today’s modern marketing landscape, social needs to be put at the core of a brand’s marketing efforts. “In today’s world, if brands aren’t putting social at the heart of their marketing, brands are missing out on enormous opportunities,” said Vaynerchuk. “At VaynerMedia, we obsess over where the consumer’s attention actually is and we dig deep to figure out what makes people tick on every platform. I’m fired up to partner with Marisa and her incredible team at JCPenney, and I’m confident we’ll deliver significant business growth for the brand.”
VaynerMedia will partner with Dentsu, JCPenney’s media agency of record, and Mischief, the brand’s creative agency of record.
The partnership kicked off with a social post following the announcement of the auction of Marilyn Monroe’s JCPenney denim jeans, and the first large scale integrated campaign is set to launch in April.
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