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JCPenney’s split with Saatchi & Saatchi comes a month after the retailer added Peterson Milla Hooks to its creative roster and amid the company’s shift toward a multi-agency model. The merchant also hired Mother recently.
The new approach represents a break with the company’s past practice of parking most of its business at a single shop. Before Saatchi—which had worked on the brand since 2006—the lead agency was DDB, and before that, Temerlin McClain.
The new strategy takes a page from Target’s old playbook.
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