Penney looks to reach "underserved" Americans

09/5/2006 | Adweek

J.C. Penney Co.'s decision to switch ad agencies from DDB to Saatchi & Saatchi was driven in part by a desire to reach "the hearts and the minds of Middle America," according to the retailer's chief marketing officer, Mike Boylson. Recent DDB ad campaigns touted J.C. Penney as a fashion-forward retailer, but Boylson indicated the company is looking to the "unique opportunity in owning the middle, owning the moderate space."

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