Sergio Zyman

JCPenney Switches Creative Agencies Yet Again

That was fast. Six months after hiring Young & Rubicam to lead its creative efforts, JCPenney has replaced Y&R with a trio of agencies: Doner, EVB and Victors & Spoils.

JCPenney Returns to Lead Agency Model

So much for JCPenney’s multiple creative agency offense.Seventeen months after sprinkling its business among several shops, the struggling retailer has reverted to a more classic lead agency model with the hiring of WPP Group’s Young & Rubicam in New York. The move is return to Penney’s past practice.