NEW YORK J. C. Penney this week will launch an integrated campaign that positions the retailer as a cool spot for kids to shop for trendy back-to-school clothes.
The effort from DDB Chicago packs a one-two punch with two TV ads touting its newly revamped Arizona Jeans collection and two additional ads featuring a broader array of back-to-school clothes for kids and teens. Budget for the effort was not revealed. J. C. Penney last year spent $368 million on media, per TNS Media Intelligence/CMR.
“We
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