JCPenney is taking bold steps in its $1 billion self-funded turnaround plan by appointing the creative agency Mischief @ No Fixed Address to lead its marketing efforts in 2025. This move comes as part of the department store chain’s broader strategy to modernize its image while staying true to its roots of serving working-class customers.
Mischief, a rising star in the marketing world known for its disruptive and headline-grabbing campaigns, is tasked with developing a new brand platform for JCPenney. The agency’s creative direction will focus on delivering bold, innovative marketing campaigns designed to shake up the traditional department store narrative. In particular, JCPenney is eager to take “big swings” in its creative projects in the coming year.
This collaboration follows the appointment of Marisa Thalberg as Chief Brand and Marketing Officer in October 2024. With her previous experience at Taco ■■■■ and Lowe’s, Thalberg is eager to lead JCPenney into what she calls a “great American comeback story.” Her leadership and vision, paired with Mischief’s disruptive style, signal a shift toward a more daring marketing approach aimed at capturing the attention of price-conscious shoppers.
Thalberg has expressed a desire to better showcase JCPenney’s diverse product offerings in unexpected and innovative ways. “JCPenney has incredibly loyal customers, yet there is such opportunity for more people to awaken to all there is in store for them — literally — that they likely don’t realize,” Thalberg stated. This aligns with her focus on tapping into a sense of discovery and bringing new customers into the fold.
Recently, JCPenney’s marketing efforts have placed a strong emphasis on offering value to working families. In September, the retailer revived its “Really Big Deal Reveals” campaign, aligning with Amazon’s “Thursday Night Football” and featuring celebrity ambassadors to showcase weekly promotions. This in-house effort is supported by Camp Lucky and Jersey Legends Productions, providing a fresh approach to reaching customers through streaming and media partnerships.
The partnership with Mischief, along with Thalberg’s appointment, is part of a broader $1 billion strategy launched in 2023. This plan covers various aspects of the business, including marketing, merchandising, store renovations, operations, and supply chain improvements. While the plan has yet to show the desired results, the new creative direction and leadership are expected to bring about a reinvigorated JCPenney brand in the coming months.
Despite facing challenges, including a 9.2% drop in revenue for the second quarter of 2024, JCPenney is pushing ahead with its efforts to reinvent itself. With Mischief on board and Thalberg at the helm, the department store chain is aiming to reshape its future and make a lasting impact on both loyal customers and new shoppers alike.