Jeff Jones is Target's third head of marketing in its 51-year history, and while he's only been with the company since April 2012, he has already made a huge impact on its marketing and PR strategies.
One of Jones' main objectives is to "modernize" Target's marketing efforts by shifting from campaigns to content and focusing on tools that engage consumers. In March, Target formed an exclusive partnership with singer Justin Timberlake for the launch of his album, The 20/20 Experience, and filmed the reactions of 20 of Timberlake's biggest fans when he showed up unannounced. It was made into a commercial, as well as a social media campaign.
A Target platform that Jones thinks is strategic for PR is the company's A Bullseye View blog, which gives consumers a behind-the-scenes look into the brand through content creation.