Cartel Creativo’s Defense Scores

Outpoints Bromley, Aguilar To Retain J.C. Penney’s Hispanic Work
DALLAS–Cartel Creativo defeated the much larger Bromley, Aguilar & Associates last week to hang onto the $8 million Hispanic advertising account of J.C. Penney.
“[Both agencies] came in and made very compelling presentations. We felt the momentum we’d built with Cartel was what we needed going forward,” said Manny Fernandez, the retailer’s manager of multicultural marketing.
Cartel Creativo, located in San Antonio along with Bromley, Aguilar & Associates, survived a review that also initially included Siboney USA in Dallas. The field was cut to two finalists last month.
Presentations to a panel of J.C. Penney executives, which included Fernandez and marketing president Gale Duff-Bloom, focused on discussions of strategy and agency capabilities. Speculative creative work was not required.
Cartel Creativo’s advertising tagline–“ÁTe queda bien!” (“We fit you well!”)–will continue to be used, according to Fernandez. In the general market, J.C. Penney’s tag is: “I love your style.”
Fernandez said Cartel Creativo, which subcontracts media through Amistad Media Group in Austin, Texas, is making recommendations for spring advertising initiatives that will likely include television, radio and print executions.
Cartel Creativo’s 1999 work, Fernandez said, will involve a mix of branding assignments for product lines including Arizona Jeans as well as sales event-oriented ads.
The incumbent has had the Plano, Texas-based merchant’s Hispanic marketing for more than three years. The shop claims billings of $27 million to Bromley, Aguilar’s $122 million.
Executives at Bromley, Aguilar could not be reached at press time. Cartel officials referred calls to the client.
Coinciding with Cartel Creativo’s successful defense of the J.C. Penney account was its hiring of two new vice presidents: Ed Segura as associate creative director and Frank Morales as chief financial officer. Segura, who has worked for BBDO in Costa Rica, was hired after doing project work for Cartel Creativo. Morales made the move after seven years as chief financial officer for Spark/KJS in San Antonio.