JCP's new marketing 'Aya-Cola' axes small ad agencies, hires giant Y&R
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Popular Questions
Why did JCP’s new marketing campaign for “Aya-Cola” axe small ad agencies and hire giant Y&R?
JCP changed its agency approach by ending work with smaller advertising firms and selecting Young & Rubicam, commonly known as Y&R, for the Aya-Cola marketing effort. The move suggests the retailer wanted the scale, creative resources, and national reach of a major agency. It also represents a significant shift in how JCP planned to manage and promote the campaign.
What could Y&R bring to JCP’s new “Aya-Cola” marketing strategy?
Y&R could give JCP access to a larger creative and media operation for developing and distributing the Aya-Cola campaign. A major agency may also coordinate messaging across broader advertising channels more efficiently than several small agencies. For JCP, the appointment placed responsibility for the campaign with a well-established national advertising partner.
How might JCP’s decision to replace small agencies with Y&R affect the “Aya-Cola” campaign?
The change could produce a more centralized brand message for Aya-Cola and give the campaign greater media-planning capacity. It may also reduce the direct role of the smaller agencies that previously handled parts of JCP’s marketing. The campaign’s results would ultimately depend on whether Y&R could turn its larger resources into effective advertising for JCP.