J.C. Penney Co., Plano, Texas, repositions its brand with a new $200 million campaign breaking Sept. 10 on ABC's Emmy awards telecast. Tagged "It'sallinside," the campaign is based on research finding Penney's target customer to be a "self-directed woman" intent on expressing "her own personal style," said Stephen Farley, senior VP-chief marketing officer. The new tagline will appear on in-store collateral, pre-printed newspaper inserts, direct mail, radio and TV commercials. The campaign is the first Penney's work from new agency DDB
Worldwide, Chicago and Dallas, which won the account in May.
Copyright September 2000, Crain Communications Inc.