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New JCPenney slogan: ‘Every Day Matters’

Plano,TexasJCPenney said today it is launching its first-ever “overarching brand positioning” under the motto “Every Day Matters” in an integrated marketing campaign which has been developed with ad agency of record Saatchi & Saatchi.

"The past few years have been increasingly successful for JCPenney and we are once again one of the top retailers in the country,” said Mike Ullman, chairman and ceo. Referring to the company’s 151,000 employees as JCP’s “greatest strength and competitive advantage,” he said, “Through their daily actions, our associates will bring 'Every Day Matters' to life by assisting customers in celebrating and appreciating the every day moments in their lives."

The campaign is to have an impact on everything from lifestyle merchandising to service, in-store and online looks, and all components of marketing. As is traditional for the $18.8 billion retailer, the big ad push will start with the Academy Awards show, which airs Sunday, Feb. 25.