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Longtime JCPenney media agency OMD is expected to defend in the retailer's review of its media account, according to sources.
The brand's media spending approached $430 million last year, down from more than $500 million in 2012, according to Kantar Media.
OMD, a unit of Omnicom Group, has handled media planning and buying since 2000. And while the retailer has changed lead creative agencies four times since then, it has remained with OMD throughout. So, by that measure, this incumbent's odds of hanging on may be better than the usual 10 percent.
OMD referred calls to the Plano, Texas-based Penney, which declined to comment.
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