J.C. Penney Company, Inc.: It's All Inside campaign
Simone SamanoOVERVIEW
The J.C. Penney Company, Inc., had been a fixture in the retail world for nearly 100 years when sales started to drop in the late 1990s. The Plano, Texas, company realized that Americans had lost interest in J.C. Penney and developed a five-year strategy to bring it back from the brink of financial failure. In 2000 Chicago-based advertising giant DDB was engaged to replace Dallas-based Temerlin McClain, which had been J.C. Penney's agency since 1991. DDB had launched the "It's All Inside" campaign by the fall of 2000, setting...