Target cancels marketing campaign following security breach, fears striking wrong chord with shoppers

As Target (NYSE:TGT) continues to recover from its December data breach, the retailer has had to rethink marketing plans. The company revealed that it recently shelved a campaign tied to the Winter Olympics because the move would have felt "tone deaf" in light of the data theft.

The campaign was supposed to be titled "Around for Good" and was to highlight the company's philanthropic mission and community contributions. Jeff Jones, Target's CMO, told Advertising Age the campaign may be resurrected for later in the year at a yet-to-be determined date.

Looking ahead, Target says the data breach has not affected its marketing budget for 2014, and the company has several ideas in store to bring shoppers back. For the fourth quarter ended Feb. 1, Target said the breach had already cost the company $17 million. Last year, the company spent $631 million on measured media through November, according to Kantar Media, reports Advertising Age.

Up next for the Target marketing team is an ad campaign themed "Target Run," set to debut March 30. A "Target Run" is a quick stop at the store to pick up everyday-essentials such as groceries or toiletries. The campaign seeks to further cement Target's position as a one-stop shop for daily necessities, an easy "in-and-out" shopping trip similar to those made at convenience or drugstores.

For more:
-See this Advertising Age article

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