JCPenney Hires a New Agency to Help Grow the Brand With Middle-Income Shoppers

Mcgarrybowen already working on spring marketing

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JCPenney, the once-dominant American retail chain that has taken steps to right itself after a series of missteps in recent years, has chosen a new creative agency to lead its revival. After two years with MDC Partners' Doner Detroit, the account went to Dentsu's mcgarrybowen without a formal review, and the agency will handle the business across its offices in New York and Chicago.

The client positions the change as a strategic move toward growth after a period in which its marketing efforts focused on overcoming recent challenges.



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