NEW YORK, March 25, 2025 /PRNewswire/ — JCPenney, one of the nation’s largest and most storied retailers, part of recently-formed Catalyst Brands, today announced the appointment of VaynerMedia as its social and influencer marketing agency of record. VaynerMedia will deploy its modern social creative and production capabilities to drive measurable business results for the brand. In addition, JCPenney will leverage VaynerMedia’s social influencer seeding offering, which provides the brand with strategic influencer services to maximize relevance.
This strategic partnership, championed by Catalyst Brands’ EVP, Chief Customer and Marketing Officer Marisa Thalberg, aims to build a new groundswell of discovery around the range of fashion at JCPenney, combined with incredible deals. “VaynerMedia’s track record in modernizing brands is undeniable,” said Thalberg. “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 believes that in today’s modern marketing landscape, social needs to be put at the core of a brand’s marketing efforts. “In today’s world, if brands aren’t putting social at the heart of their marketing, brands are missing out on enormous opportunities,” said Vaynerchuk. “AtĀ VaynerMedia, we obsess over where the consumer’s attention actually is and we dig deep to figure out what makes people tick on every platform. I’m fired up to partner with Marisa and her incredible team at JCPenney, and I’m confident we’ll deliver significant business growth for the brand.”
VaynerMedia will partner with Dentsu, JCPenney’s media agency of record, and Mischief, the brand’s creative agency of record.
The partnership kicked off with a social post following the announcement of the auction of Marilyn Monroe’s JCPenneyĀ denim jeans, and the first large scale integrated campaign is set to launch in April.Ā
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About JCPenney
JCPenney, part of Catalyst Brands, is the shopping destination for America’s diverse, working families. With inclusivity at its core, the Company’s product assortment meets customers’ everyday needs and helps them commemorate every special occasion with style, quality and value. JCPenney offers a broad portfolio of fashion, apparel, home, beauty and jewelry from national and private brands and provides personal services including salon, portrait and optical. The Company and its 50,000 associates worldwide serve customers where, when and how they want to shop ā from jcp.com to more than 650 stores in the U.S. and Puerto Rico. In 2022, JCPenney celebrated 120 years as an iconic American brand by continuing its legacy of connecting with customers through shopping and community engagement. Please visit JCPenney’s Newsroom to learn more and follow JCPenney on Facebook, Instagram, and Twitter.
About VaynerMedia:
VaynerMedia is a global integrated creative and media agency, built for today’s consumers. As the Modern Agency of Record, it understands the nuances of today’s attention landscape, empowering brands to win attention, drive relevance, and deliver business results. Founded in 2009, by Gary Vaynerchuk, the independently owned agency operates in 15 offices worldwide, including Amsterdam, Bangkok, Chicago, New Delhi, Kuala Lumpur, London, Los Angeles, Mexico City, Miami, New York, Tokyo, Toronto, Singapore, and Sydney. VaynerMedia is part of the VaynerX family of companies.
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