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Integration of Message Across All Media Is Key to Victory
CHICAGO–DDB Worldwide’s ability to integrate a message across all media led J.C. Penney Co. to select the shop for its $200 million account, the retailer’s top marketing executive said.
DDB beat out fellow Omnicom Group agency BBDO New York for the Irving, Texas retailer’s account. Stephen Farley, senior vice president and chief marketing officer for Penney, said, “The galvanization of the entire DDB Worldwide network for the business” proved a winning edge.
DDB’s efforts included snagging veteran retail executive Gary Moss to run the business.
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