Dive Brief:

• JCPenney has appointed independent Mischief @ No Fixed Address as its creative agency, the latest step in a $1 billion self-funded turnaround plan for the department store chain, per details shared with Marketing Dive.
• The shop, which also goes by Mischief, is leading the development of a new brand platform for JCPenney and will tackle other “big swing” creative projects in 2025. Five-year-old Mischief is known for its disruptive, headline-grabbing marketing.  
• JCPenney is trying to modernize while not losing sight of its heritage and focus on working class shoppers. The retailer in October named industry veteran Marisa Thalberg as consulting chief brand and marketing officer to fine-tune its marketing strategy.  

Dive Insight:

JCPenney wants to redefine its brand image by hiring Mischief, a rising star in the agency sector that has established a reputation for in-your-face marketing. The appointment signals that the department store chain is seeking a bolder, more innovative approach as it fights to win back price-conscious shoppers. 

The Mischief partnership follows JCPenney tapping Thalberg as its top marketer last fall. The executive, who has past experience at brands like Taco Bell and Lowe’s, is positioning JCPenney’s moves as the start of a “great American comeback story.” Mischief was drawn to Thalberg’s reputation as a bold and brave marketer, according to the agency’s Co-Founder and Chief Creative Officer Greg Hahn. 

Thalberg indicated that one early initiative for Mischief could be better highlighting JCPenney’s product assortment. Thalberg has prioritized tapping into a sense of discovery among JCPenney customers in her new role.

“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,” said Thalberg in a statement. “We are going to showcase the unexpected, in unexpected ways.” 

JCPenney’s marketing of late has put a heavy emphasis on value as it sharpens its focus on working families. In September, the company brought back “Really Big Deal Reveals,” an effort that runs around Amazon’s “Thursday Night Football” and shares weekly promotions with the help of celebrity ambassadors. JCPenney’s in-house creative agency is behind the streaming effort, with assists from Camp Lucky and Jersey Legends Productions.

The agency switch-up and appointment of Thalberg are part of a $1 billion turnaround plan JCPenney implemented in 2023 that touches on areas of business including marketing, merchandising, supply chain, operations, store renovations and loyalty. The self-funded refresh has yet to deliver the desired results. 

The J.C. Penney Company, which uses the brand name JCPenney in marketing and advertising materials, saw revenues drop 9.2% year over year to $1.5 billion in its second quarter ended Aug. 3, while traffic was soft over the period. The J.C. Penney Company is owned by Simon Property Group and Brookfield Asset Management, a pair of mall operators that bought the brand out of bankruptcy in 2020.