The Vidal Partnership, an independent Hispanic advertising agency, has landed the JC Penney’s account. The incumbent was Dieste Harmel & Partners. The Vidal Partnership’s scope of work for JC Penney will reportedly include strategic counsel in reaching Hispanic customers through various marketing initiatives such as customer research, advertising, media planning and buying. It will also conduct national event campaigns in the US, positioning JC Penney as the preferred department store for the Hispanic community.
The Vidal Partnership is privileged to join JCPenney, a brand known for its consistent dedication to the Hispanic marketplace and for adding value to the Hispanic communities it serves, said Manny Vidal, (pictured above) president and CEO of TVP.
The Vidal Partnership has been around since 1991 and is the largest independent Hispanic marketing communications agency in the U.S. and has been named Advertising Age A-List Agency for 2007 and 2006 and Adweek’s Hispanic Agency of the Year in 2004.