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Just two months after awarding its creative business to New York-based Badger & Winters, JC Penney is debuting a new tagline and creative campaign. The Plano, Texas-based retailer is now pushing a "Style and value for all" message in its all of its marketing.

Marci Grebstein, who joined JC Penney as chief marketing officer last year, says that the company researched consumer perception of the 116-year-old brand and found that many shoppers did not think of JC Penney as a fashion destination.

"While we really stood out in the value play, we ran short on style and inspiration," says Grebstein. "We need to explain to her that it's both."

Continue reading at AdAge.com