JCPenney, in a move influenced by its newly created parent Catalyst Brands, has appointed VaynerMedia as its social and influencer marketing agency of record.
VaynerMedia will deploy its social, creative and production capabilities to boost business results for the JCPenney retail brand, the company stated. JCPenney will leverage VaynerMedia’s social influencer seeding operation, which provides strategic influencer services to maximize relevance, according to the company.
Catalyst Brands’ Marisa Thalberg, executive vice president and chief customer and marketing officer, championed the JCPenney partnership with VaynerMedia, the company reported. JCPenney and SPARC Group combined to form Catalyst Brands in January.
The social and influencer initiative aims to build a new groundswell of discovery around the range of fashion at JCPenney while promoting enticing deals, JCPenney noted. The partnership kicked off with a social effort following the announcement of an auction featuring Marilyn Monroe’s JCPenney denim jeans. An initial large-scale integrated campaign is set to launch in April.
“VaynerMedia’s track record in modernizing brands is undeniable,” Thalberg said. “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.”
VaynerMedia noted it would partner with Dentsu, JCPenney’s media agency of record, and Mischief, the brand’s creative agency of record in developing marketing content.
