MEARS, BUZAN JOINING PENNEY’S TO REVAMP ADVERTISING, IMAGE

DALLAS — Continuing its new policy of recruiting top talent from outside the company, J.C. Penney has hired two marketing executives to help improve advertising and rebuild its brand image.
Mark Mears was named director of sales promotion and planning, reporting to Patrick Conboy, director of strategic marketing. Mears has a 20-year career in marketing, most recently as co-chairman and co-owner of TicTock Marketing, which was sold to Omnicon.
Penney’s also named Stephanie Buzan national media manager, reporting to Conboy. Buzan comes from Foote, Cone & Belding, where she worked extensively in client media management. Buzan also was media planner at Ogilvy & Mather and CRE Marcom and has worked on brands such as Sears, Eyemasters and American Express. She succeeds Lynne Wisdom, who left the company.
Last year, the struggling Penney’s started recruiting outside talent to get new perspectives. Previously, it almost always promoted from within. Top hires included Liz Sweney, a former Kellwood Corp. executive, who became women’s division president; Vanessa Castagna, chief operating officer, formerly the top women’s executive at Wal-Mart, and Stephen Farley, from Payless Shoesource, who is senior vice president and chief marketing officer for stores and catalog.