The creative brief is for a JCPenney advertising campaign targeting women ages 25-34. The objective is to generate brand loyalty by emphasizing JCPenney's fashionable brands and styles to change the target audience's perception of the store as mature rather than young and stylish. The target audience includes single, married, and mothers ages 25-34 who are middle class, educated professionals seeking prestige and convenience. They currently feel JCPenney lacks the selection and fashion of competitors but the campaign will show JCPenney as a store where they can find stylish clothing.