JCPenney CPR

We needed to keep a 100-year-old retail brand on the verge of bankruptcy alive by winning back unhappy core customers and attracting new ones.

Insight: Leaning into a strategy focused on fit and style would reignite the store’s appeal.

After nine straight quarters of decline, we created eight straight quarters of sales growth. Our success began 6 weeks after winning the business with a 4% lift during the critical holiday period, while the rest of the category stayed flat. We then produced thousands of brand and hard-working retail assets. Nail biter: I authored the new tagline at 3 a.m. in the hotel lobby after focus groups.