JCPenney is looking for a turnaround and it has appointed Mischief @ No Fixed Address as its creative agency without a formal pitch, to build that. Presumably, the agency’s flair for attention-grabbing, off-the-wall and cut-through work was the drawcard. The US$1 billion self-funded turnaround plan led by new CMO, Maris Thalberg responds to a disappointing 2024. Revenues dropped year over year to US$1.5 billion.

Mischief will lead the development of a new brand platform for JCPenney to win back price-conscious US shoppers with work that is bolder and more innovative.

The company’s most recent campaign reawakened its Really Big Deals during Prime Video game days, offering exclusive offers and promotions to football viewers. The work was created by its in-house creative agency, with Camp Lucky and Jersey Legends Productions.

The new appointment follows Mischief winning Campbell brand, Goldfish, as creative agency of record at the end of October – also for a rebrand. The winning idea played on the fact that the children’s snack is popular with adults and launched a Chilean Sea Brand variant.