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JC Penney Opens Review for $32 Million Hispanic Account
JC Penney Co. has started a review for its $32 million U.S. Hispanic account after splitting with Omnicom Group’s Dieste Harmel & Partners, Dallas, and the marketer expects to pick a new agency in March.
The retailer is putting together a list of three to five Hispanic shops for the pitch, said Olivia Vela. Ms. Vela was promoted to multicultural marketing director at JC Penney in October 2007 after her predecessor, Manny Fernandez, moved to a human resources post focusing on diversity at the company. “*
*From: adage.com
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Filed Under: 1. Hispanic News, Business News, Marketing & Advertising
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