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JCPenney selects Saatchi & Saatchi as its new advertising agency

Sep '06
J. C. Penney Company Inc announced that it has selected Saatchi & Saatchi as its new advertising agency of record, effective Dec. 1, 2006. The announcement supports one of the key elements of JCPenney's Long Range Plan to make an emotional connection with customers through inspiring merchandise and powerful marketing.

"The perception of JCPenney lives in the hearts and minds of our customers and is shaped by every interaction they have with our brand," said Ken Hicks, President and Chief Merchandising Officer for JCPenney.

"Saatchi & Saatchi has a proven track record of working with clients to help them connect with customers. We welcome them as our partner in positioning JCPenney as the preferred shopping choice for Middle America."

Saatchi & Saatchi's scope of work will include consumer research and creative oversight to ensure cohesive messaging across all consumer touch points, including television, radio, magazines, preprint, direct mail and digital media.

Additionally, Saatchi & Saatchi's vast experience in consumer packaged goods will bring a fresh perspective that will differentiate the JCPenney brand in a crowded retail landscape.

"In these times, forming long-term emotionally driven relationships with customers is the best way for a company to achieve prolonged success and unwavering customer loyalty," said Kevin Roberts, Chief Executive Officer of Saatchi & Saatchi.

"We want to help take JCPenney to the next level in connecting more deeply with its customers by inspiring 'love' for the JCPenney brand and elevating the brand into a true 'Lovemark.'"

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