Best of the Bullseye

Target’s Jeff Jones, executive vice president and chief marketing officer, honors the novel thinkers and agencies that are helping Target tell new stories. Read on below.

Now, more than ever, we know we have to make good on our “Expect More” brand promise.

When we tell our guests to expect more, they take us at our word. To deliver on this, Target can’t stand still. We have to continue striving to bring innovative and truly exceptional ideas to the marketplace.

How do we do that? With help from a few friends. Daily we ask our outstanding marketing partners and agencies to deliver ideas that challenge the status quo and help us think differently.

All of our agencies do unbelievable work, and those that stand out in the crowd deserve major kudos, which is why we created the Best of the Bullseye awards. The awards honor those agencies that push Target forward and help us reimagine tomorrow. This year, for the first time, we’re publicly disclosing the winners of the Best of the Bullseye awards.

Without further ado, here are the 2013 honorees:

Facebook: Cartwheel
One of your favorite social networks is also one of Target’s most important partners — thanks in part to their work on Cartwheel, our digital savings app. From the spark of an idea to the launch of the project, Facebook has been a critical strategic and development partner, bringing their best leaders and developers to the table. Launching Cartwheel in beta was a risk, but it allowed us to optimize the experience so more people would eventually use the app…and shop, bridging the gap between digital and in-store shopping. Today, just a year after its launch, approximately 7 million users have racked up more than $70 million in savings.

72andSunny: 2013 Baby Campaign
In 2013, Target premiered our first bilingual baby commercial, which debuted on The Today Show. 72andSunny played the critical role of collaborator on the development of the overall baby campaign, highlighting Target as Mom’s ally. As Target continues to expand products and services to meet the needs of our evolving guest — increasingly multicultural and digitally connected — 72andSunny has delivered fresh ideas to reach a diverse audience.

Hill+Knowlton Strategies: Media Relations Excellence  
No doubt that Target faced our fair share of challenges in 2013 — many of which played out in the public domain. To help us navigate the challenges,  H+K’s dedicated agency brought their communications expertise and public affairs experience to Target. Not only did they push boundaries and challenge pre-existing norms, but they also helped us find our voice in an effort to protect Target’s reputation and drive the business.

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