AdAge: January 09, 2018. By Adrianne Pasquarelli.
JCPenney 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.