• by Steve McClellan  @mp_mcclellan, October 8, 2015

JCPenney has appointed Narrative as its agency of record for digital and social media.

Word of the appointment follows news earlier this week that the retail giant had selected mcgarrybowen as its new creative AOR.

New York-based Narrative -- formed in 2013 by Russell Simmons and CEO Tricia Clarke-Stone — is tasked with helping the retailer become more relevant to middle-income consumers, boosting foot traffic for the holiday season and providing ideas that the client can activate in the ad tech space.

Penney’s effort to hire new agencies comes as the firm tries to get back on track after a series of missteps — such as former CEO Ron Johnson’s “fair and square” every day pricing strategy — that led to declining sales over several years.

Narrative has developed consumer experience components (both on- and off-line) for brands including Under Armour, DeLeon Tequila, Samsung and Coty.