JCPenney adds Hispanic agency


Looking to increase its marketing to American Hispanics, JCPenney has names The Vidal Partnership as its US Hispanic advertising agency of record. The goal is to position JCPenny as “the preferred department for the Hispanic community.” The Vidal Partnership’s scope of work for JCPenney will include strategic counsel in reaching Hispanic customers through various marketing initiatives such as customer research, advertising, media planning and buying, as well as national event campaigns.

“The Vidal Partnership will be a key partner in JCPenney’s continuing commitment to reach Hispanic customers through culturally relevant targeted communications. Vidal’s solid marketplace experience combined with their strategic approach, agency resources, media clout, along with the in-depth experience of their senior leadership team will accelerate our Hispanic marketing outreach,” said Olivia E. Vela, multicultural marketing director for JCPenney.