Saatchi Bows New Penney Effort

NEW YORK Saatchi & Saatchi this week launches a back-to-school campaign for JC Penney that features TV spots, Webisodes and print ads that target children and “tweens.”

Spending on the effort, which also includes sponsorships and an in-store promotion, was not disclosed. Last year, Penney spent more than $460 million in major measured media, according to TNS Media Intelligence. Total expenditures in the first quarter of 2007 were nearly $100 million, per TNS.

The campaign continues to use the “Every day matters” tagline that Publicis Groupe’s Saatchi here introduced in February, five months after winning the creative account from Omnicom Group’s DDB in Chicago.

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