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Concentrates Full Force, Big Guns to Capture Mass Merchant
CHICAGO–DDB Worldwide’s ability to integrate a message across all media led J.C. Penney to select the shop for its $200 million account, the retailer’s top marketing executive said.
DDB bested fellow Omnicom agency BBDO in New York for the Irving, Texas-based account. Stephen Farley, Penney’s senior vice president and chief marketing officer, said “the galvanization of the entire DDB Worldwide network for the business” gave it the edge.
DDB’s efforts included hiring veteran retail executive Gary Moss to head the account.
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