corporate citizenship

Woes Aside, Target Seeks to Remind Consumers That It's a Good Citizen

Posted by Sheila Shayon on May 22, 2014 10:43 AM

Following a bleak earnings report and some serious shuffling of leadership, Target is hoping a new corporate citizenship campaign can buff out some of the blemishes on the once shining brand. 

A quartet of stylish spots, running on US cable and network TV through June, showcase Target’s impact on the communities it serves in hopes of connecting more with customers and particularly service-minded Millennials. The effort to regain trust in the brand follows a massive security breach in December, as well as a loss in shopper loyalty as the brand continues to be challenged both in-store and online by Walmart, Amazon and fast-fashion brands like H&M and Uniqlo.

As transparency-seeking Target CMO Jeff Jones comments on the retailer's A Bullseye View blog, the ad campaign isn't trying to sell anything beyond the message that Target cares, noting that "We have a strong legacy of giving, but our guests don’t know the full story."

Watch the four spots, which were created by Deutsch LA, below:Continue reading...


Target CMO: Content and Mobile Matters More Than Campaigns

Posted by Mark J. Miller on December 7, 2012 10:11 AM

Target recently celebrated its 50th anniversary, but don’t think this retailer is getting old and stuck in its ways. Chief Marketing Officer Jeffrey Jones, who joined the organization earlier this year, is planning to put a good deal of energy into digital content rather than simply in pushing out marketing campaign after campaign.

“In the past, marketers would make campaigns, they would put them in the world, and they would wait to see what happened,” Jones said in a video released on the brand's A Bullseye View website and YouTube channel. “In today’s world, it happens hourly. It happens daily. And this is a brand that has such enriched deep content that our guests want to hear from us on. So if we can create content and share content and allow our guests to speak on our behalf, that’s really beneficial for them to deepen their engagement and it helps us amplify our message as well.”Continue reading...


Meet Jeffrey Jones, Target's New Chief Marketing Officer [Video]

Posted by Shirley Brady on April 4, 2012 02:46 PM

Target announced on Monday the hiring of Gap's former chief marketing officer, Jeffrey Jones, as the retailer's new EVP and CMO. Not wasting any time, the company has released this video to talk up why Jones (who has also held executive positions at Coca-Cola, Leo Burnett and, most recently, McKinney) is excited about the opportunity to elevate Target's brand (read more of the Q&A in the related blog post).

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