Power Players 2009

JCPenney's Mike Boylson Is Ad Age's No. 19 Power Player

Manhattan Store Opening and Star Power Add Luster to Value Brand

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Last Year
THE POWER: Thanks to new celebrity lines, the opening of its first Manhattan location and upbeat marketing from Saatchi & Saatchi, one of the oldest names in retail has managed to stay fresh. JCPenney's Manhattan location, which opened in August just blocks from the Macy's Herald Square flagship, has done plenty to put the retailer top of mind with consumers both inside and outside the five boroughs.

JCPenney is also carving out a clear space for itself in the crowded retail space with exclusive deals. In October, Liz Claiborne announced its wares would be sold only at the retailer, uprooting the brand from rival Macy's. On the marketing front, the retailer has been diving into the digital space, with gaming built into its campaigns as well as a growing Facebook and Twitter presence. It also recently launched one of the first comprehensive mobile-coupon-scanning programs.

THE NUMBERS: JCPenney reported $18.5 billion in sales last year. In the first half, the company has logged nearly $8 billion in sales. Measured-media spending in 2008 was $428 million. First-half spending was $152 million, down 18%.

THE KEY LIEUTENANTS: As the senior VP-brand marketing, Ruby Anik is responsible for overseeing major branding efforts, including brand launch initiatives, as well as the back-to-school, holiday and spring seasonal campaigns.

THE CHALLENGE: Kohl's has been getting increasingly competitive as it looks to take share and traffic in the mid-priced department store space. And, in recent months, the retailer has had better luck attracting price-conscious shoppers as its same-store sales rise, while JCPenney's decline.

THE AGENCIES: Publicis' Saatchi & Saatchi has handled the retailer's account since CEO Mike Ullman was bitten by the "Lovemarks" bug back in 2006. Omnicom's OMD Worldwide takes care of media buying. And Publicis' Razorfish is responsible for pushing the envelope with digital marketing and emerging media.

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