JCPenney embraces social-first marketing with VaynerMedia hire [Yahoo! Finance]

Lowe's Companies, Inc. (LOW)
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Source: Yahoo! Finance
JCPenney has named VaynerMedia as its social media and influencer marketing agency of record, the latest step in a strategy revamp for the department store chain, according to a press release The retailer will tap into VaynerMedia's creative and production capabilities, as well as a social influencer seeding offering focused on boosting relevance. The first fruit of the partnership is an Instagram post promoting an auction for a pair of JCPenney jeans worn by Marilyn Monroe. VaynerMedia will work with the brand's media agency of record Dentsu and lead creative shop Mischief, another recent hire. JCPenney plans to launch a large-scale integrated campaign next month that will provide a clearer view into its new marketing approach. JCPenney contin
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- Lowe's Companies, Inc. (NYSE: LOW) was upgraded by analysts at StockNews.com from a "hold" rating to a "buy" rating.MarketBeat
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