JCPenney Turns to Kraft's Debra Berman for Marketing

Struggling retailer looks to branding vet for comeback

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JCPenney has turned to Kraft's Debra Berman, an executive with deep brand and agency experience, to direct the struggling department store giant's comeback.

At Penney, Berman is svp of marketing.  Her appointment comes on the heels of the Plano, Texas-based chain's return to its longtime discount-driven strategy—ditched 18 months ago only to yield extremely poor results.

This is just the latest development in a year of change for Penney's, following the April firing of CEO Ron Johnson and the rehire of longtime chief exec Mike Ullman.

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