Saatchi Unveils Penney Campaign

NEW YORK Saatchi & Saatchi’s first work for J.C. Penney builds on the retailer’s previous efforts to be seen as more upscale and trendy and less price orientated.

The campaign, which breaks Feb. 25 on ABC’s broadcast of the Academy Awards, introduces a new tagline, “Every day matters,” which replaces, “It’s all inside,” which Penney had used since September 2000.

The Plano, Texas-based retailer in September shifted its creative account to Publicis Groupe’s Saatchi in New York, from Omnicom Group’s DDB in Chicago.

DDB,