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JCPenney leaves Doner for McGarryBowen as it looks to revitalize brand

Retailer JCPenney has chosen Dentsu’s McGarryBowen as its new agency of record, ending its two-year relationship with MDC Partners’ Doner.

The change comes as the retailer continues to improve after it nearly went bankrupt a few years ago and now looks to focus on growing rather than staying afloat.

A JCPenney spokesperson said: “For the past two years, Doner has played an integral role in helping us reconnect with our customers as we stabilized our company. As we look to the future, we feel now is the appropriate time to make a change in agency as we build on the momentum of our resurgence and shift our marketing focus from stabilization to growing our business. We would like to express our deep gratitude to Doner for the incredible work they provided JCPenney during a crucial time for our company.”

Earlier this week, JCPenney also launched a menswear line created by former New York Giants player and Live! With Kelly and Michael co-host Michael Strahan.

McGarryBowen’s other clients include Staples and Oscar Mayer. Earlier this year, it lost Chase to Droga5.

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