JC Penney has initiated a review for its 32 million U.S. Hispanic account after splitting with Dieste Harmel & Partners Dallas. The marketer expects to pick a new agency in March, says AdAge.
The retailer is putting together a list of three to five Hispanic shops for the pitch, said Olivia Vela, multicultural marketing director at JC Penney.
The review will include the Vidal Partnership, an independent Hispanic agency based in New York, and Conill, Saatchi & Saatchi’s Hispanic agency, she said. Saatchi, part of Publicis Groupe, is JC Penney’s general-market agency, and the retailer moved its account for Puerto Rico to Badillo Nazca Saatchi & Saatchi, San Juan, in December. The account includes Hispanic media.