A group of ad agencies has won an excellence in advertising award for its work on “Uncomplicate,” a campaign for J. Jill, the Quincy couturier of women’s clothing.
J. Jill operates roughly 225 stores as well as a catalog and online retail business. The company was the subject of a Globe story just over a year ago. J. Jill had gone through several ownership changes --- at one point, it was owned by Talbots Inc. In 2009, J. Jill was acquired from Talbots by the private equity firm Golden Gate Capital, which added the investment firm Arcapita as a partner two years later.
Under the new ownership, the company was looking to reconnect with their customers, many of whom are baby boomer women. One part of that effort has been the Uncomplicate campaign, which emerged through research with focus groups.
The campaign launched just about a year ago, and it is now the J. Jill brand platform, said Chris Gayton, the company’s senior director of brand marketing.
J. Jill is looking to create clothing and collections that “flatter our customer,” Gayton said, and the message that consumers should be taking away from the Uncomplicate campaign is, “Trust us to take care of what you wear, so you can focus on the things in life that are most important to you.”
Besides CerconeBrownCompany and the Fantastical, other agencies sharing in the Ogilvy Award for the Uncomplicate campaign include Kathy Hart Planning, a Cambridge-based research firm, and PGR, a Boston-based media firm.