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Penney plans Oscar night blitz, shifts FY

PLANO , Texas — JCPenney plans to launch its new spring advertising campaign, "For all the sides of you." during the Academy Awards. Six new commercials, created by the Chicago office of DDB Worldwide, will debut during the Feb. 27 broadcast to showcase the company's assortment of apparel and home furnishings.

Three commercials highlight JCPenney's exclusive relationships with celebrity designers, including the newest addition, Nicole Miller. The nicole by Nicole Miller collection of dressy casual women's clothing premieres in JCPenney stores this month.

In other Penney news, the board of directors has approved a change in the company's fiscal year end to align with the fiscal calendars of the majority of national retailers. Effective Jan. 29, 2005 , the end of fiscal year 2004, the company's fiscal year will end on the Saturday closest to Jan. 31. According to the company, there is no impact to 2004 or 2005; however, fiscal 2006 will end on Feb. 3, 2007 and will contain 53 weeks.

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