Who Will Get JC Penney’s $30 Million+ Account?

Speculation ran rampant over who would succeed Dieste Harmel & Partners as JC Penney’s lead Hispanic agency following an announcement on Wednesday evening that the two companies were parting ways.

Estimates value the account at $31-$33 million, with the bulk of that figure—over $30 million—going directly into TV. According to Portada Ad-tracking, JC Penney invested approximately $950,000 in Hispanic ROP in the first nine months of 2007, with a very modest amount invested in preprint advertising.

According to a release issued by Dieste Harmel & Partners, the decision not to renew their contract was made by them in December, although JC Penney’s Multicultural Marketing Director Olivia Vela insists that the decision was made by the retailer.

JC Penney reports that the agency review will be limited to a small number of prospects; so far, only the independent NYC-based agency The Vidal Partnership, and Conill— Saatchi & Saatchi’s Hispanic branch—have been named as candidates.

According to JC Penney executives, the account will be awarded in March.


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

We talked to Valentín Bueno, CEO at Latcom, about why out-of-home advertising is growing more than any other advertising media. Out-of-home advertising has always been important, but technological advancement creates more and better opportunities for engaging consumers, which means the industry needs to adapt just as other advertising media. 


Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico has updated its branding for the first time in about 25 years. A new, refreshed image will help Tampico reach its consecrated consumers, as well as the new generations.


JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

The term 'Shopper Marketing' has been around for some time, but there's still not as much attention focused on "shoppers" as there is on "consumers", which could mean a missed growth opportunity. We talked about Shopper Marketing to JC Penney's Ana Lucía Soto, MillerCoors' Turiya Luzadder, Wilson's Ángel Carmona, and Oath's Maya Abinakad and Denise Brien.