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All Posts In: Campaign Launch


JCPenney Launches "Anti Sales" Rebranding Campaign

Posted: Monday January 30, 2012 • Category: Campaign Launch

If you’ve watched primetime television lately, you may have seen the new JCPenney ads. No, they don’t feature any clothes, or accessories or sales promotions. In fact, you don’t even know the ad is for JCPenney until the logo flashes on the screen at the end. What you do see is men and women desperately cutting coupons, screaming over missed sales, and generally making fun of the mayhem that comes with holding a bazillion sales promotions on different items at one time, which JCPenney is known to do.

All this, along with a logo revamp, is the store’s latest rebranding effort brought by former Apple exec Ron Johnston who took over as the company’s CEO in November. It appears that constantly printing coupons and holding sales could actually diminish your brand. Who knew? Now the company is taking an “anti sales” approach, or what they’re calling “Fair and Square Pricing.”  This new initiative will also include “Monthly Value” discounts on select items and “Best Price,” which are items marked for clearance on the first and third Fridays of the month (hello payday). All changes will be revealed on February 1 (if you go to the JCPenney Facebook page, there’s a big countdown to that day).

In addition to the new logo, commercials and business philosophy, JCPenney has tapped Ellen DeGeneres to be the new brand ambassador and has welcomed fashion designer Nanette Lepore who will create an exclusive line for the department store. As we mentioned, all will be revealed on February 1, and the transformation is expected to take four years to complete. The question is, will anyone care? Are you excited about the new changes at JCPenney? Why or why not?

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Visit Savannah YouYube Video Officially Launched!

Posted: Wednesday October 5, 2011 • Category: Campaign Launch

Today we were very honored to attend the premiere of the Visit Savannah YouTube video that we helped produce back in June. It was so much fun to view the final product and see all of our efforts come to fruition. The video also premiered on YouTube today, and it is our ultimate goal that it goes viral. Without further ado, we present "Come to Live in Savannah"! Please share with friends and family!

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Robertson & Markowitz Advertising and Public Relations Launches Advertising Campaign for Dr. Steven Shapiro.

Posted: Friday November 20, 2009 • Category: Campaign Launch

Remember how I said that we’ve been very busy here at Robertson & Markowitz Advertising recently? The fruits of our labor have paid off and we are very excited to announce the launch of a six month billboard and print advertising campaign for Dr. Steven Shapiro. Dr. Shapiro is an orthopaedic foot and ankle surgeon right here in Savannah who specializes in the treatment of bunions and heel pain, or endoscopic fasciotomy. He came to us with the goal of separating his practice from his competitors by hanging his practice on these two specialties and their respective minimally invasive procedures. Our first step was to come up with a creative concept. This presented a challenge, as foot issues aren’t exactly the most exciting topics. In fact, feet tend to be a topic that people don’t really want to discuss altogether. We needed something clever enough to grab attention as well as present the necessary information that will call people to action. Kudos to Chaz, our awesome graphic designer, for his work on this. Check out our two billboards below that will be posted around Savannah. These same designs will run as print ads in the Savannah Morning News with more information on the procedures. Congrats to the entire R&M team for a job well done!

Steven Shapiro Campaign Launch

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Robmark launches new campaign for Attorney Mike Hostilo

Posted: Tuesday October 13, 2009 • Category: Campaign Launch

Robertson & Markowitz is excited to announce that it has landed Savannah attorney Mike Hostilo as a new client and has just launched a full creative campaign on September 1st. We started with the creation of a new brand identity that encompasses Mike's success as an accident litigation attorney with the slogan "Get what's right! Call Mike!" The campaign was launched on TV but will cohesively be carried through all media. There are three 30 second TV spots and four 15 second spots that are currently airing. Check out one of them below!

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