2019 Corporate Partners

JCPenney's Turnaround: Focus on Hispanics, Social Media

With a century-old heritage, JCPenney needs a miracle to ensure that it will be around for the next 10 years. The entire industry is watching to see what their next move will be, and all eyes are focused on what ad campaign the new agency of record, Y&R, will produce for the big broadcast reveal.
But this strategy may be missing a crucial element that could be the key to a successful turnaround -- JCPenney needs to reach Hispanic women. And while producing a successful television advertising campaign -- encompassing both General Market and Hispanic consumers -- will be important, there is another channel that presents a significant strategic and more targeted opportunity: social media. READ MORE

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