JCPenney had a bad day after people became outraged over a t-shirt that read “I’m too pretty to do homework so my brother has to do it for me.” The t-shirt was aimed at girls between the ages of seven and 16 and was being sold online during the back-to-school season. Ugh. Don’t these folks listen to any Beyoncé? Who run the world? A caption for the shirt read: “Who has time for homework when there’s a new Justin Bieber album out?”

The shirt generated tons of angry tweets (“I’m too pretty (and smart and pissed off) to buy your cheapass clothes,” wrote one woman), drew ire from blogs, and led to a petition against the retailer, forcing JCPenney to issue an apology and take down the offending cheapass shirt.

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Amanda Borichevsky has joined GolinHarris as VP. She will focus most of her efforts on the PetSmart account, but will be lending a hand on other consumer accounts as well. She’ll be based out of the firm’s Dallas office reporting to Ginger Porter, MD for Texas, and Holly Gillentine, SVP for the state.

Previously, Borichevsky was a senior manager for JCPenney’s brand publicity team responsible for consumer-facing outreach for areas like CSR and home goods. She also previously served as VP at Vollmer Public Relations, which was acquired by Edelman in September.

Digital marketing agency Resource Interactive, has taken a subjective look at the Oscars as well as the brands that advertised during the ceremony broadcast to assess whether they successfully integrated digital elements into their audience experiences.

According to Resource, JCPenney, Miracle Whip, and Gillette Venus were among the better of the 12 advertisers for the evening. They used the occasion to launch ad campaigns and tried to drive traffic to the Web, encourage online voting, or use their ads to direct consumers to their Facebook page. Still, the increase in the number of “likes” or new Twitter followers was relatively small.

For the Oscars themselves, however, the use of social media and a variety of platforms did lead to audience engagement.

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