JCPenney Company Inc. has launched an integrated marketing campaign for the back-to-school season that includes a dedicated Web site for teenagers, as well as social media elements. The campaign was created with agencies Saatchi & Saatchi New York, T3 and Razorfish. The "Schooled in style: Smart looks for less" campaign showcases several brands, including the new RS By Sheckler, Rusty, Third Rail a Zoo York Production and Decree.