The World: New York - Saatchi & Saatchi named lead JC Penney agency

Saatchi & Saatchi has been appointed the lead agency on the $400 million JC Penney account. The agency succeeds DDB, which has been removed from the advertiser's roster.

Saatchis' creative brief will encompass direct and digital marketing as well as traditional advertising.

The win has forced the agency to withdraw from the $570 million Wal-Mart review to avoid a client conflict.

Ken Hicks, the client president and chief merchandising officer at JC Penney, said: "The perception of JC Penney lives in the hearts and minds of our customers and is shaped by every interaction they have with our brand. Saatchi & Saatchi has a proven track record of working with clients to help them connect with customers."

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